Working it: the professionalization of amateurism in digital adult entertainment

This article examines a sector of professional amateur work for women in the digital industry for adult entertainment known as “adult webcam modeling” (AWM). Through a selection of narratives, this paper explores the gendered meanings of AWM and the values women derive from their “amateur” sexual content creation. I draw particular attention to the complex union of professional and amateur roles and relations in the strategies women adopt to succeed in these spaces. On one level, they describe the technical skills and institutionalized knowledge needed to successfully perform professionalized duties of hosting and animating site users’ sexual and emotional fantasies. Still, they do not solely view their work in professional terms, highlighting the usefulness of enacting their amateurism by performing authenticity and developing ongoing friendships with site users for succeeding in this line of work. Framing this work as reliant on both “professional” and “amateur” strategies builds ambiguity into the AWM persona, which has implications for social and historical constructions of sexuality and gender. It also demands rethinking conceptual frameworks that create dualities between professional/amateur, public/private, and commercial/authentic.