FROM CIVIL SOCIETY TO ‘PORN SOCIETY’

THE CASE OF BOURDELA.COM

EVANGELOS LIOTZIS

Paper presented to “Globalisation Media and Adult/Sexual Content:

Challenges to Regulation” Conference, Athens 29-30 September 2008

Evangelos Liotzis, PhD Candidate

University of Athens
Faculty of Communication and Media Studies
5 Stadiou Street
10562 Athens, Greece
E-mail: evliotzis@media.uoa.gr
 From civil society to ‘porn society’
The case of Bourdela.com
Evangelos Liotzis

Introduction

This paper examines how the concept of civil society relates to the porn and sex industry
as well as to individual customers/consumers/internet users who actively participate in e-
forums and e-moves aiming at exchanging on-line pornography content and
information/opinions about sex issues and the ‘sex market’. By describing one of the
biggest porn portals in Greece, bourdela.com (meaning bordellos.com), we will try to
show how the above relation leads to the formation of a certain kind of civil society (its
‘dark’ side), which one can call porn society.

Pornography’s on-line environment

The diffusion of new information and communication technologies and internet’s

extensive use cultivated the idea that new social movements and non governmental
organizations as well as a lot of citizens - irrespective of whether they belong to civil
society organizations or not - could use the horizontal, networked structure of internet for
the formation of a new public sphere vis-à-vis the state and the market, according to the
principles of habermasian discourse theory. Parallel to this discussion, which mainly
refers to the increasing possibilities for accountability due to the new medium and the
new prospects that are opened for civil society in general, we witness a growth of on-line
processes focusing on pornography and escorts’ services1.
Explosive growth in the availability of sexually explicit material on the internet
has created a unique opportunity for individual web users to have “anonymous, cost-
effective, and unfettered access to an essentially unlimited range of sexually explicit
texts, still and moving images, and audio materials” (Yoder et al. 2005: 30) by removing
“the biggest obstacles to selling pornography and sexual services: shame and ignorance”
(Coopersmith 2006: 1-2) - what has been also called as the three ‘As’: accessibility,
affordability, and anonymity (Stack et al. 2004: 76)2. Generally, the porn industry is a
“fast-growing, multi-billion-dollar global business, whose parent, the much larger sex
sector, includes everything from adult videos to strip clubs, escort agencies and brothels”
(Cronin and Davenport 2001: 37-8).

1
For the purposes of this study, we are, like Heider and Harp (2002: 291-2), defining pornography as
“sexually explicit texts, photos, and moving images that are produced specifically for the arousal and
gratification of a largely male audience”. We keep also in mind Green’s (2000: 50) notice that
“pornography is not an aesthetic kind, but a loosely related family of artifacts bound by analogy and
function: it is mostly “masturbation material”. On the definition of the term pornography see Rea 2001:
123-34, and Niesen’s chapter: “Pornography and Democracy” (1999: 480-90) where, by exploring four
democratic perspectives on free speech, he provides different conceptualizations of pornography.
2
On the effects of porn consuming see for instance Stack et al. 2004; Hardy 2004; Yoder et al. 2005;
Daneback et al. 2006.

1
 Although, much has been written about the political economy of porn and sex
industry, we need to study further the different forms of economic exchange which are
practiced ‘above and beyond the general economy’ of pornographic e-markets (Jacobs
2004: 76) - the most common methods of which are charging memberships, passing
traffic to other websites for a fee, selling advertisements, and offering products
(Coopersmith 2006: 8). As Jacobs (2004: 67) correctly indicates “pornography moving
freely across borders is foremost a capitalist vision, but the web’s sexual potency is
equally defined by web users and artists who visit and maintain peer-to-peer networks
[and one-click file-hosting websites] for producing and sharing sexually explicit
materials”. This “gift exchange supplements commodity exchange aims to construct a
mechanism of social cohesion rather than economic utility or profit” (Jacobs 2004: 75).
Moreover, in the case of on-line porn content, we witness a new dimension: “the
input, or information, that the consumer brings to the creation of the product in real-time,
by, for example, requesting a specific ingredient or interaction” (Cronin and Davenport
2001: 36). In a sense, according to Coopersmith (2006: 11), “this technology can be seen
as liberating and empowering, allowing individuals to actively create their own
pornography, not just passively consume the work of someone else”. What is crucial
though is that the coexistence of the above mentioned tendencies of user generated porn
content and exchanging sexually explicit material for free, suggests a ‘democratization of
pornography’3. Indicative of this process is the case of bourdela.com.

Bourdela.com as a porn-site and as a sex-community

Bourdela.com is a porn/sex portal which is addressed to internet users from Greece. It is

basically an open website for visitors even though you must register as member to have
access to certain services. Through the site one has the opportunity to: a) look at a full
catalog of brothels, classy whorehouses/bordellos (studios), strip bars, hotels which are
designed for day visits, and citytours (information about escorts’ visits to Greece), b) to
read news from the sex industry, guideline texts for sex, love/sex stories, and related to
porn and sex articles, c) participate in portal’s chat and forum.
More precisely, the brothels and studios’ indexes provide particular information:
address, exterior photos of the place, access map, price, contact information, reviews and
ratings from members of the site, and the average of all members’ ratings. In addition,
any visitor can search for his preferred place/service either through the offered areas
(brothels, studios, strip bars, hotels), or by the amount of money he is willing to spend
(brothels, studios). On the other hand, bourdela.com’s members can discuss at the
chatroom, and exchange views, opinions, photos, video clips, and hyperlinks of video
files at the well-organized forum4. In fact, anyone can read everything that is written at

3
This democratization grew from the “fertile base of evolving technologies that encapsulated the expertise
and skills necessary to record, edit and distribute, thus enabling almost anyone to be a producer… [, and] is
part of a larger trend of innovation from below by users (as opposed to innovation from above by
manufacturers) and the rise of technical hobbies and do-it-yourself projects” (Coopersmith 2006: 10).
4
The thematic topics of the forum are: About this site (operating rules, about this site, community),
General (general discussion, sports, science & technology, politics & religion, music/movies/TV), Sex (sex
in general, health, collections (+18), gay/lesbian, transvestite/transsexual, xxx hotels), Sex Market (sex
market in general, call-girls, massages, pedestrian prostitution), Strip Bars (in general, Athens, countryside,
prostitutes, brothels in general), Miscellaneous (funny), International Forum (greek escort scene),

2
the forum and benefit from the posting of the links that leads to downloadable material,
but only the members can create new threads (topics) and reply to the posts.
All these provided options, along with the ease of navigation through the site,
partly interpret bourdela.com’s notable success. Actually, according to alexa.com (one of
the most famous Web Information Company), bourdela.com holds the 66th place in
Greece’s website traffic ranking (29/9/2008). In particular, as Google Analytics (a free
service offered by Google that generates detailed statistics about the visitors to a website)
confirms, from 30th of June 2006 till 15th of September 2008, bourdela.com had
2,077,575 Absolute Unique Visitors, 7,495,495 Visits and 79,539,010 Pageviews. As far
as the 60,461 members’ participation in the forum and the indexes is concerned, there are
approximately 710,000 posts/comments over 7,800 threads and 5,000 reviews until now
(29/9/2008)5.
All of these lead us to the conclusion that we must study bourdela.com both as a
porn portal and as an on-line sex-community. As for the former, we must take into
account Wyatt et al.’s (2000) contribution as it is appeared in Jacob’s (2004) work. For
the editors of Technology and In/Equality, “new online information architectures such as
the ‘portal’ model […] give impetus to the idea of “pushing” content - including
advertising - at customers rather than waiting for them to pull it down (2000: 37). They
explain that the portal model is an important stage in streamlining Internet content so as
to emphasize its commercial function” (Jacobs 2004: 80). In this context, we notice a
remarkable amount of advertisements of brothels and escorts’ agencies.
These basically have to do with studios’ advertisements where illustrative
information about the place, the services, the time-schedule, and the women who work
there are provided - along with photos of the place and the women. What is significant
though is not the feature that the quite descriptive ads/sites are built from the same
person, as their identical construction reveals, but the connection between the advertised
studios and bourdela.com, as it is portrayed at the ads/sites and confirmed by the fact that
they are hosted by the porn portal (their URL addresses prove that).
Needless to say, it is reasonably expected from the owners of a
commercial/business-related website to try to gain revenue in order to be able to keep
their site up and make profit. Given that bourdela.com’s income derives from the sex
industry sector, the owners have the opportunity to provide a forum where, among other
things, the free exchange of pornographic material (basically by posting links to file-
hosting sites) is allowed. This suggests an exceptional case since in similar and analogous
porn portals’ forums we do not witness such availability. For instance, in freeones.com,
one of the most known and oldest porn portals, there is no section for brothels, studios
etc. Links that guide to downloadable whole sex-scenes or even entire porn movies are

Articles/News/Site’s News (comments on news & articles, comments on love/sex stories, comments on
site’s “Gallery”).
5
In order to assess the extent of participation, we can compare, for example, bourdela.com’s forum with
four open electronic discussion forums for the latest Constitutional Revision in Greece. Cumulatively, in
the forum held by the party that is still in power (syntagmatikianatheorisi.gr), the Association of Greek
Industries’ one (anoiktoforum.gr), the forum created by a team of independent scientists and scholars
(anatheorisi.org), and the forum of an organization which appeared from the initiative of 700 NGOs for the
constitutional consolidation of civil society, called “Campaign: NGOs for Constitution” (mkosyntagma.gr),
approximately 1,000 comments were posted.

3
located either in sites which host only a single forum (i.e. vintage-erotica-forum.com),
either in issued porn blogs (i.e. monsterboobs.blogspot.com).
At this point, we must mention that during our research we did not manage to find
similar to bourdela.com porn portals. Sure enough, the fact that we cannot proceed to a
comparative analysis does not mean that we should not study bourdela.com’s case and
reflect on how the on-line sex-community, which is formed through the porn portal, must
be conceptualized. In fact, we think that our approach should focus on two levels/facets
of participation. The first one considers the selective incentives which mostly concern the
members - but the single visitors of the site as well. These incentives have to do with the
provision of free ‘pornographic goods’ (porn/sex pictures, photos, videos, and movies)
and information about the local or issued market of brothels, studios, etc. - all of them
gathered in one website.
The second one refers to the dialogue which takes place ‘beside and beyond’ the
exchange of porn and concerns a variety of issues - from general (i.e. science and
politics) to specific topics related to any sexually explicit aspect (i.e. personal,
experiences, celebrities, fantasies, wishes, opinions). Although, it is true that extensive
research is needed so as to develop an analytical context of the forum’s function and the
dialogue’s attributes6, we must also focus on the existence of a particular, latent on-line
sex community which is methodologically included in the analytical framework of on-
line communities in general. In this context, one of the significant issues which are raised
is the community’s categorization as a civil society organization.

Civil/porn society’s conceptualization: from Alexander to Mouzelis

It has been rightly pointed out that for the distinction between civil society as a normative
project and civil society as a concrete institutional order one should see Alexander’s
important introduction to the edited volume Real Civil Societies7. Alexander makes clear
that “only by understanding the ‘boundary relations’ between civil and uncivil spheres
can we convert civil society from a normative into a ‘real’ concept which can be studied
in a social scientific way” (1998a: 3). That is why he distinguishes two basic definitions
of civil society. The first one considers civil society as a normative project - a solidarity
community based not on particularistic but on universalistic features. In particular, civil
society should be conceived as a realm of social solidarity based on a partially realized
universalizing community (1997, 1998a). On the other hand, the second notion of civil
society that Alexander adopts refers to a concrete institutional sphere which is
analytically independent of - and, to varying degrees, empirically differentiated from -
other institutional spheres such as the economy, polity, religion, science, and kinship
(1998a).
The problem with Alexander’s conceptualization of civil society is that the notion
of civil society as a differentiated institutional sphere may clash with the idea of a
universalistically-orientated solidary community - problem which Alexander seems to
understand even though he does not provide us conceptual tools to overcome it. More
precisely, the American sociologist has made clear that civil society “has never been fully

6
See for example Muhlberger 2005; Muhlberger and Weber 2006.
7
The basic part of the introduction to Real Civil Societies was Alexander’s contribution to an edited
volume three years later (2001).

4
realized in any actual existing system, and never will be… Civil society is not and has not
been integrated, cohesive, and substantially solidary (1998b: 8, 12). In addition, he has
pointed out that “the dark and destabilizing underside of civil society was often ignored”
and that civil society should not be identified with the entirety of social life - as Cohen
and Arato (1992) do - because then the “various institutions and cultural patterns that
must be much more carefully keep distinct” are ‘misleadingly agglomerated’ (1997: 122,
128).
All agree that a more delimited and differentiated understanding of the term ‘civil
society’ is needed in order to study the complex articulation between particularistic and
universalistic solidarities. For that reason - and for the purposes of this paper - we will
adopt Mouzelis’ methodological guidelines. For the latter “there is a theoretical need for
the construction of a more neutral and at the same time broader concept [of civil society
which]… will refer to discourses and/or associations that are predominantly non-state,
non-market, non-religious or kinship orientated, and which may adopt both universalistic
and particularistic values and orientations… [So], in order to explain rather than simply
describe the intricate articulation between post-traditional universalistic and
particularistic forms of solidarity in actual societies, collective actors (both within and
outside the social/solidarity sphere) must be brought to the fore of the analysis”
(Mouzelis 2008).
This is what we believe that can be done be presenting the specific case of an on-
line porn-community hosted by a profit-oriented website. By highlighting the mutually
beneficial linkage between a market’s agent and a group of internet users with collective
consciousness, we think that a certain kind of ‘dark’ civil society can be analytically
formulated. In this context, we propose porn society as a term which defines the existence
of a particularistic rather than universalistic mode of ‘we-ness” based on ‘material/post-
material values’ related to porn consuming and sex services. On the whole, whereas civil
society as a normative project (a) has no ‘dark’ side, civil society as a concrete
institutional order (b) has a ‘dark’ side. Therefore, porn society is a civil society in sense
(b).

Conclusion

Bourdela.com is a porn-portal in which we witness the collaboration between a profit-

oriented website and an on-line sex-community. The term collaboration is used so as to
emphasize the benefits which both parts have from this ‘digital commingling’ - profit for
all (direct gaining money for the owners, saving money for the users). Nonetheless,
neither the function of an ‘unconventional’ company such as bourdela.com, nor web’s
political economy in general, are the most noteworthy issues. We think that the most
significant part is the formation of an alternative, or separate (Tumber 2001: 22), public
sphere where internet users can both exchange pornographic material and talk about all
matters - including non sexual ones. Considering Mouzelis’ approach of bringing to the
fore of the analysis any collective actor which may adopt both universalistic and
particularistic values and orientations, one can call porn society discourses and/or
associations that are primarily non-state, non-market, and porn/sex orientated.
Furthermore, beyond the conceptualization of such e-forums and e-moves, we
need to place them in a more general social context in an attempt to comprehend/interpret

5
these processes. Perhaps Chadwick and May’s (2003) approach could be helpful for that.
For the latter, the development of any electronic environment is associated with the
defined standards and special characteristics of a democratic system. If to this viewpoint
we add analyses about the weak or underdeveloped - for various historical reasons -
character of Greek civil society (Mouzelis 1986; Sotiropoulos and Karamagioli 2006), we
might have a partial explanation why bourdela.com is probably one of the most
‘unaffectedly vivid’ on-line communities in Greece.
Hence, besides the extraordinary dimension of bourdela.com’s on-line community
in Greece, contrary to the much weaker or non-existent in other European countries
similar moves, it is quite interesting to explore whether the weakness of
universalistically-oriented civil society organizations (like feminist/anti-sexist ones) is
related to the strength of interactive porn-networks in Greece. For instance, as Allen
(2001: 527) notes, “what might allow pornography to go from being a possible to being
an actual site for resistance is precisely the resources that are generated by the collective
power of feminism as a social movement”. Therefore, one could say that in a country
where such social movements are practically absent, internet’s potential for the
promotion of porn and sex industry’s interests and the cultivation of a hedonistically-
oriented environment, effortlessly comes as a self-fulfilling prophecy. In that sense, the
problem is not the formation of a porn society, but the development of a ‘society of porn’.

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