Prior research on moral markets argues that morally contested offerings (e.g., commercial sex, human remains) become purchasable when market actors stabilize their meaning in a single morally acceptable form before payment (e.g., commercial sex is recast as professional intimate service). We show that this account does not fully explain what we theorize as "near-taboo markets," where an offering’s appeal depends on remaining morally ambiguous. We examine this problem through a qualitative study of China’s Ca Bian (擦边) livestreaming industry, where softly sexualized performances hover near, but do not fully cross into, hard prohibitions against pornography and prostitution. In this setting, fully resolving the offering’s meaning would undermine the very ambiguity that attracts viewers, yet payment still requires a morally acceptable account. We find that streamers monetize not by recasting the offering into one settled category, but by using temporal work to produce "episodic moral enactment": bounded episodes (e.g., PK battles) in which viewers can morally justify payment with self-chosen moral identities such as protector, loyal supporter, or fair participant. Our study contributes to moral markets theory by identifying a novel monetization mechanism in morally contested markets: market actors make payment acceptable in temporally bounded episodes without fully settling the offering’s moral meaning.
Theorizing Near-Taboo Markets: The Case of Ca Bian (擦边) Livestreaming
08 May 2026 (Fri)
10:00am – 11:30am
LSK Room 5047
Prof. Siyin Chen, HKUST