The Marketing of Female Escorts: A Gendered Perspective of Online Companionship Advertisements

• Author: Natalie M. Snow,Dana Radatz,Trisha Rhodes
• DOI: http://doi.org/10.1177/0306624X211010284
• Published date: 01 August 2022
• Date: 01 August 2022
• Subject Matter: Articles

https://doi.org/10.1177/0306624X211010284

International Journal of

Offender Therapy and

Comparative Criminology

2022, Vol. 66(10-11) 1134 –1155

© The Author(s) 2021

Article reuse guidelines:

sagepub.com/journals-permissions

DOI: 10.1177/0306624X211010284

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Article

The Marketing of

Female Escorts: A

Gendered Perspective of

Online Companionship

Advertisements

Natalie M. Snow1, Dana Radatz2,

and Trisha Rhodes1

Abstract

Advancement of technology has broadened possibilities for people working in the

sex industry. Specifically, sex workers’ use of online classified advertisement websites

to market companionship and escort services has increased in recent years, yet

research has lagged behind these developments. This study addresses the gap in

research by examining female companionship advertisements on one of the most

popular websites: Backpage.com. The lead author qualitatively analyzed over 1,500

advertisements to identify common themes and patterns in how escort companions

were described. This study explores the type of identity claims escort companions

make and how they formulate advertisements to appeal to a broad client base.

Research on gendered stereotypes is used to interpret escort companions’ use of

language, symbols, and photography, through covert and overt messaging. Study

results revealed that women offering companion services promoted and reinforced

traditional gendered stereotypes through their online advertisements. Findings may

be used to understand the context of sex work.

Keywords

sex work, escort, advertisements, Backpage, gendered stereotypes

1University of Arkansas at Little Rock, AR, USA

2Niagara University, NY, USA

Corresponding Author:

Natalie M. Snow, Department of Criminal Justice, University of Arkansas at Little Rock, Ross Hall, 2801

S University Avenue, Little Rock, AR 72204, USA.

Email: nmsnow@ualr.edu

1010284IJOXXX10.1177/0306624X211010284International Journal of Offender Therapy and Comparative CriminologySnow et al.

research-article2021

Snow et al. 1135

Introduction

The rise of the Internet and social media has led to a shift in the advertisement of

street-based commercial sex work toward a more clandestine environment, similar to

indoor commercial sex work. There is some debate about what the online market rep-

resents (i.e., a new marketplace or an expansion of an already established platform;

Argento et al., 2018; Castle & Lee, 2008; Cunningham & Kendall, 2011). Yet, the

Internet has undoubtedly reshaped how commercial sex sales are conducted and con-

tributed to the shifting dynamics in commercial sex work (Jones, 2015; Kille et al.,

2017). The street-to-online shift in commercial sex work is also likely tied to the read-

ily available nature of online forums, developments in digital communication and

technological advances (e.g., smartphones), and the constant mobility of people

(Cunningham & Kendall, 2011; Farley et al., 2013; Rand, 2019). Furthermore, many

sex workers have moved to online and indoor activities due to the changing spatial

organization of the sex industry as a result of evolving law enforcement tactics and

changing urban residency dynamics (Feldman, 2014). Additionally, many street-based

sex workers may transition into the indoor realm of online escort companionship

activities to attract more clients, increase their profits, decrease the risk of violence,

and evade law enforcement (Dank et al., 2014). To attract clientele, sex workers can

utilize online platforms, such as Backpage.com, to post advertisements promoting

their services (Cunningham & Kendall, 2011; Rand, 2019).1 These advertisements

catalyze marketing wherein sex workers project an image they believe will yield more

clientele interest (Argento et al., 2018; Cunningham & Kendall, 2011; MacPhail et al.,

2015). Commercial sex industry research provides insight into various sex work

aspects, including the recognition that many sex workers are female, which is an

important consideration for future research (Farley, 2018; Monroe, 2005; Roe-

Sepowitz, 2012). However, despite the increased use of online escort companionship

advertisements, little is known about the advertisements’ content (Bounds et al., 2017).

Therefore, this exploratory study seeks to determine how female escorts portray them-

selves in online advertisements and how they market themselves from a gendered

perspective. Although this is an exploratory study, we posit that women will market

advertisements in ways consistent with gendered normative values. Research indicates

that a gender-based marketing strategy is likely to appeal to clients, and findings may

be used to understand the context of sex work.

Escort Services

Escorts work independently or with the aid of an agency, and their work is conducted

indoors. Escorts often frame their services as companionship for corporate functions,

dinner dates, or travel to avoid legal prosecution (Koken et al., 2010). While sexual

services are often implied, typically, any explicit language relating to sex is avoided

because of the legal ramifications. Escort agencies strive to create an impression of

sophistication and glamour and tend to portray themselves as delivering “high-end”

companionship. Escort companionship is more costly than street-based sex work