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Article

Московские центры сексуального благополучия: структура рынка и стратегии легитимации

Экономическая социология. 2018. Т. 19. № 1. С. 143-167.

The paper presents an overview of the Moscow market of centers for sexual education (CSWB). In the study, these centers were defined as economic organizations that educate and advise people about sexual and psychological well-being, carrying out their activities in a commercial way. It is an emerging market where demand is constructed by economic organizations providing counseling services in matters of sexual and psychological well-being. Now there are no scientific papers devoted to the analysis of these centers from the position of their role in the design of a new market niche. Moreover, there is no understanding of the legitimization strategies of these organizations for their activities and the benefits to consumers, which they need for the creation of a sustainable demand for their products and a loyal audience. These legitimization strategies are deeply rooted in the culture of society. Their identification and description allow establishing the role of centers for sexual education in the construction of social and moral orders of human relationships and different psychological concepts that are used by centers in their work.

In the study, a content analysis of the websites of eight Moscow centers was conducted. As a result, based on the coding matrix the dominant patterns and features of strategies for legitimizing these centers were identified.

The overall result of the work is a detailed description of the CSWB market, rules and principles of functioning of participants in this market, a rich description of their legitimation strategies. This work can be useful for researchers interested in studying emerging markets on which producers through certain strategies of legitimizing themselves and their specific «good» construct demand. In addition, this work is useful to all those who are interested in studying the organization of the construct of sexual education on a commercial basis and the associated spectrum of economic and psychological services.