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<p>There are few industries that have been more transformed by technology and the internet than the sex industry, with the rise of apps like OnlyFans the latest development in the online sexual revolution. Under this subscription-based model, a content creator’s success is predicated on their ability to attract paying customers, driving them to use other mainstream social media platforms to promote their account and cultivate a following. This study examines organic engagement comments responding to OnlyFans promotional posts on Instagram and X (Twitter) to determine the degree of online disinhibition. Thematic coding based on Suler’s (2004) framework analyzed 544 user comments, yielding 1,088 codes. Results showed a weak association between platform (Instagram vs. X) and comment valence (89.1% benign vs. 10.8% toxic), with X marginally higher in toxicity. A moderate association emerged between platform and disinhibition types: Instagram comments predominantly featured explicit sexual/romantic remarks (solipsistic introjection), while X showed greater diversity, including dehumanization/objectification (dissociative imagination), sarcastic humor (invisibility), and non-linear contact (asynchronicity). Black-presenting creators received disproportionately toxic comments. Findings inform strategies for social media platforms and content creators to regulate harmful behavior, emphasizing platform-specific norms and demographic vulnerabilities.</p>

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‘Hey There Beautiful’: Online Disinhibition in Comments on OnlyFans Promotional Posts on Instagram and X

  • 期刊论文

  • 发表日期：

    2025年8月6日

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  • Maurice St Matthews,
  • Paul Bleakley

摘要

There are few industries that have been more transformed by technology and the internet than the sex industry, with the rise of apps like OnlyFans the latest development in the online sexual revolution. Under this subscription-based model, a content creator’s success is predicated on their ability to attract paying customers, driving them to use other mainstream social media platforms to promote their account and cultivate a following. This study examines organic engagement comments responding to OnlyFans promotional posts on Instagram and X (Twitter) to determine the degree of online disinhibition. Thematic coding based on Suler’s (2004) framework analyzed 544 user comments, yielding 1,088 codes. Results showed a weak association between platform (Instagram vs. X) and comment valence (89.1% benign vs. 10.8% toxic), with X marginally higher in toxicity. A moderate association emerged between platform and disinhibition types: Instagram comments predominantly featured explicit sexual/romantic remarks (solipsistic introjection), while X showed greater diversity, including dehumanization/objectification (dissociative imagination), sarcastic humor (invisibility), and non-linear contact (asynchronicity). Black-presenting creators received disproportionately toxic comments. Findings inform strategies for social media platforms and content creators to regulate harmful behavior, emphasizing platform-specific norms and demographic vulnerabilities.