Framing the Sexual Forbidden: A Comparative Sociocultural Analysis of Anti-Pornography Discourse in Israeli Public Campaigns

Curbing pornography consumption is the subject of keen debate and the object of numerous social efforts. The methods of structuring the discourse on combatting pornography use reveal a wide range of sociocultural views. This study utilizes semiotic and textual analyses of videos and advertisements (ads) dedicated to preventing pornography use in the secular and religious sectors of the Israeli Jewish public, which illuminates the differing perceptions and social norms among these groups. To this end, we conducted a comparative study of ads aimed at both audiences. By analyzing their symbolic representations and the rhetoric emerging from their content, we discovered that, while the prohibition narrative for the observant religious public centers on pornography use negatively impact the individual’s environment (their relationship family and community), the ads designed for viewing by the secular public focus on the individuals themselves. Thus, divergent socio ethical perspectives on the use of pornography emerge, illuminating how individuals relate to both their environment and their sense of self. The present study teaches us how different communities adapt words and symbols to convey social messages, particularly those associated with charged issues such as sexuality.