Mercantilización sexoafectiva

This article examines the content produced by pick-up artists (PUAs) through an approach that combines gender studies with economic theories. It analyses how neoliberal ideas, misogynistic assumptions and market logics are embedded in their most prominent materials. The aim is to describe how the proposals of the most influential seduction coaches are articulated, to characterise the content they disseminate, and to explore how these materials relate, on the one hand, to contemporary masculinism and, on the other, to neoliberal rhetoric. The study is based on a Thematic Categorical Content Analysis of YouTube videos in which these coaches present strategies designed to help heterosexual men achieve sexual success with women. The analysis identifies five discursive pillars –pedagogical verticality, meritocracy, self-sufficiency, status calculation and cost-benefit valuation– that operate through neoliberal logics applied to emotional practices, social interactions and sex-affective strategies. Taken together, these elements frame seduction as a market in which participants appear as consumers and commodities in circulation

Content analysis · Discourse analysis · Thematic analysis · Feminism, Gender, and Social Issues · Gender and Feminist Studies · Gender, Feminism, and Media