Sex in Spam: A Content Analysis
Abstract:
As previous research has indicated sex is the most prevalent theme in spam emails, the purpose of the current study is to explore how sex is presented and/or promoted in email spam. A content analysis was conducted on 2,291 spam emails featuring sexual content. The design of the message was analyzed. Moreover, as regulated by the CAN-SPAM Act of the United States, the illegality of these emails was also examined. The results indicate sex in spam is generally presented in a textual fashion rather than a graphic one. For the most part, the message is very direct and explicit. Unlike traditional advertisement, the message's readability is not the primary concern due to some technical maneuvers unique to email advertising. Although spammers have little intention to abide by the legal regulations, when they use spam to promote their sexual products there seems to be a line they are reluctant to cross.
Keyword:
Email, Spam, CAN-SPAM Act, Sex.