Patrons of porn: Research notes on the clientele of adult bookstores∗

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Abstract
In today's world of evolving, often contradictory, sexual values and mores there is an ever increasing need to understand the multitude of actors and sexual acts, in all forms, which construct the cultural environment in which we live. One neglected and frequently misunderstood sexual environment is the adult bookstore (and accompanying video peepshow). Previous research in such settings has focused primarily on the deviance designation of the settings and has imputed deviant labels to participating actors (Sundholm 1973; Karp 1973; McKinstry 1974; Perkins & Skipper 1981; Potter 1986, 1989). However, previous work has filed to address aspects of identity among the participants. The present research addresses the virtual social identity (Goffman 1963) of patrons, focusing on the presentation of self via both role enactments and projected images of one's self concept. Data for the present analysis is gathered by way of covert participant observation in one large, urban, adult bookstore video peepshow with the author adopting a “potential participant” role in setting activities. This perspective maximizes opportunities for observing the actions and interactions of setting participants while also maintaining ethical standards of subject anonymity. In this manner entree to previously inaccessible interactions (i.e. sexual negotiations, ritualized communication codes, etc.) is achieved, while maintaining strict ethical standards and minimizing the research's impact on setting structure and activity. Utilizing the dramaturgical perspective, the peepshow, as a unique social environment, is discussed and analyzed as a structuring element for individual role performances, and as an environment for examining the concept of virtual social identity. Patrons are discussed in the context of two typologies. Role enactments include: porno watchers, masturbators, sex seekers, sex doers and the naive. Distinctions based on presentational styles denoting identities include heterosexual‐, homosexual‐ and mixed‐images. Each category of presentational image is discussed in terms of enacted behaviors, physical traits and socio‐cultural characteristics.