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Firstthe study analyzed a few information obtained from a secret group of the social media Facebook. Secondly, the research was developed based on the information gathered during the observation period; 11 in-depth interviews were conducted with women that participated in the aforementioned group. In order to analyze the data, the study used the French discourse analysis as methodological tool.

It was possible to realize that the consumption of pornographic content is motivated by curiosity, pursuit of variety and sexual fantasies, and it ends up strengthening stereotypes related to the concept of beauty and body standards. Also, the consumption of pornography can be seen as an important feature in the reformulation of perceptions and creation of senses related to pornography itself, pleasure, self-knowledge and in the constitution of the subjectivities of the consumers, despite the influence of the cultural context in which they are inserted into.

Taking into consideration the significant volume of pornography consumption and the high figures that this market indicates, one can notice that literature related to consumption studies has neglected this specific theme.

This way, the expansion of the concept of consumption ends up interweaving it with several processes and practices of the daily life, such as our relationship with objects, with food, with leisure and with entertainment moments; consumption becomes, therefore, also interwoven with the way through which we relate to our bodies and to other individuals regarding issues associated with gender, ethnics, economic classes and even with sexuality. Taking into account the latter information, there seems to be a wide spectrum of sexuality that is omnipresent in the daily life, which is strictly involved with consumption (Gould, 1991). Gould (1991) affirms that it is possible to realize a connection between sexuality and consumption in several different levels: in the sexual act per se and in the consumption of sex-related objects, as well as in exchanges among sexual partners; in the ritualistic use of consumption objects used to attract sexual partners; and in the development of sex drive in symbolic acts or simulations of the sexual act in dances, erotic and pornographic movies.

The issue that seems to emerge from such discussion is related to the statement that the consumption of pornographic material exposes and registers tensions, redefinitions and fissures of the normativeness related to gender and sexuality (Gregori, 2012). When transposing the reality of pornography consumption into the virtual or online world, the discussion becomes even more complex because, due to the current phenomenon of popularization of the Internet, the pornographic content is accessible to anyone, becoming part of the daily contemporary life.

Some market data confirm such statements. According to the Associao Brasileira das Empresas do Mercado Ertico e Sensual1 (ABEME, 2018), in Brazil, there are currently 11,000 points of sale that generate, directly and indirectly, more than 100,000 job positions and present revenues of more than R$ 1 billion annually. Regarding online pornography, Pornhub, one of the largest and most visited adult websites, developed a database dedicated to the consumption statistics of their and their partners' websites (Redtube and Youporn). According to data presented by Pornhub, the website presents an average of 92 billion video views per year, that is, around 12.5 pornographic videos watched by one person on earth. There are more than 75 million accesses to Pornhub and over 27 billion visits per year; additionally, there are 10 million users registered at Pornhub. On the other hand, the Pornhub network, which includes the websites YouPorn and Redtube, has more than 115 million daily visits. It is worth mentioning that 72% of the accesses are accomplished through smartphones and tablets (Pornhub, 2017).

Another issue that deserves attention is the one mentioned by Gregori (2012), which refers to the feminization of the pornography consumption market. Such movement, which is noted both in the commercialization and consumption fields, seems to indicate, according to the author, a modification in the control of female sexuality through greater appreciation of sex-related products. Such notion seems to be in line with several assumptions that are related to a more free female sexuality, considering that the sexual activity for women also presents some elegant elements; while being source of physical pleasure, sex is a way to create an identity, a way for self-expression, a search for individual accomplishment (Attwood, 2006). It is specifically in the issue referring to the consumption of pornographic products in the online environment by the female audience that we identified the opportunity to conduct an empirical research in order to understand how the consumption of online pornography runs through fantasy, discourse and the exercise of female sexuality.

The term pornography is hard to be conceptualized because there are several definitions of pornography given by several researchers, considering that the term is associated with historical and cultural beliefs permeated by moral issues, values and significances inherent to the individual.

Despite the difficulty in conceptualizing the term, Hald (2006) defined pornography as any sort of material used in order to create or increase sexual feelings or thoughts in the receptor while containing explicit exposure and/or descriptions of genital organs and clear and explicit sexual acts. In this sense, pornography refers to any sort of material related to the exposure of sexual behavior related to arousal.

From a historical perspective, the pornography known today was born during the last 30 years of the 19th century, and can be defined as the sexual representation that aims at the erotic arousal of the audience while being strictly related to the standardized production for an established market (Leite Jr, 2009).

A few decades ago, the consumption of pornography occurred in newsagent's shops, movies and video rental shops, where the privacy of the individual could not always be maintained; such places were also socially stereotyped spaces, considering that in our society, pornography is considered a morally reprehensible act (dirty and obscene) (Ribeiro Neto & Ceccarelli, 2015). Such statement is also supported by Daz-Bentez (2010), who affirms that pornography still remains between discourses and value judgment, between truth games and regulations, still emphasizing the tension between the named and the unnamed, being placed in unstable borders between what is considered good and bad.

In the current society, in addition to cultural changes, technology innovation has promoted the access to every and any sort of content which enabled several sorts of consumption, that is, the consumption of pornography, which became very accessible, thanks to the use of smartphones and tablets.

The Internet is just another way to disseminate pornographic contents, such as photos, videos and literature (amateur and professional). However, the Internet became a privileged spot for this sort of content because it provides the consumer an ease of access, privacy protection, anonymity, ease of looking for specific genders and styles within the pornographic content and gratuity, taking into consideration that most adult websites usually do not charge any fees from users (Ribeiro Neto & Ceccarelli, 2015).

The individual experiences in conjunction with the cultural context, which is characterized by the system of shared beliefs, social norms, values and expectations regarding the right way to behave in certain situations, form our identities in addition to the influence on the part of parents, friends, institutions (e.g. school and church) and mass communication systems (Guerra, Andrade & Dias, 2004). In this sense, the core issue is to question if the consumption of pornography can be seen as an influencer that enables people, based on their own experiences and interpretations of sexuality, to alter their sexual behavior progressively over time.

Regarding the specific theme of pornography consumption accomplished by women, it is possible to mention a few recent international studies: Tzankova (2015) tried to understand the consumption of pornography by women in Turkey, Chowkhani (2016) researched the risks inherent to this sort of consumption by Indian women and Hambleton (2016) investigated the increase of pornography consumption by women in contemporary Japan.

Despite the existence of a few studies, there are still little investigated issues regarding the influences of pornography consumption during the exercise of women's sexuality. Among such issues, one can find a lack of studies regarding the consumption of pornography by women in their daily lives. Another issue is related to the lack of discussions regarding reinforced stereotypes promoted by the pornography industry based on the perspective of women that consume online pornography.

The criteria used to select the interviewees were the availability and interest shown by them to take part in the research, the confirmation of the participation and the interview appointment (Bauer & Gaskell, 2007). From the 11 interviews, 4 were conducted personally in public places previously chosen by the interviewees and 7 were conducted through video conferences using Skype. The data collection instrument was the semi-structured interview. All interviews were recorded (12 h and 59 min in total) and later fully transcribed.

All participants are between 20 and 38 years of age, are graduates form different areas and most of them have a university degree. Regarding their marital status, 3 are married and 8 are single (but 6 of them claim to be in a relationship). Regarding their sexual orientation, 7 of them affirmed to be heterosexual and 4 bisexual.

In the data analysis stage, we used the French discourse analysis technique as the methodological procedure. Such discourse analysis enables the analysis of interlocutions between cultural and social aspects in the construction of reality by relating theory, object and practice, allowing the researcher to understand through the discourse the history, the subject, the language and the ideology (Orlandi, 2012).

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