Sex Bait: Sex Talk on Commercial Blogs as Informal Sexuality Education



Institutionalized sexuality education in Singapore undertakes a conservative, medicalized approach that preaches abstinence, premised on promoting healthy (heterosexual) relationships between married couples for reproduction purposes to uphold a stable family unit. While the state assigns parents, the school, students, and the community as stakeholders in maintaining a comprehensive sexuality education, young people are increasingly turning to commercial bloggers who are trendy and influential on the Internet for firsthand “lifestyle” information and advice. In response, some bloggers have innovatively marketed sex and sexuality-related products and services to lure in viewers. Through ethnographic fieldwork, this chapter examines commercial bloggers’ use of “sex bait” as an informal form of sexuality education, disseminating personal and endorsed messages through shock and allure, pedantic consumption, and personal illustrations.


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© The Author(s) 2017

Open Access This chapter is distributed under the terms of the Creative Commons Attribution Noncommercial License, which permits any noncommercial use, distribution, and reproduction in any medium, provided the original author(s) and source are credited.

Authors and Affiliations

  1. 1.University of Western AustraliaCrawleyAustralia

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