Sex, scandal and the attention economy

Stories about relationships, desire and sexuality are nothing new in entertainment. What has changed is how such themes, along with celebrities’ private lives, conflicts, break-ups and controversial remarks, are being packaged to keep audiences engaged for longer.

From films and web series to reality, dating and comedy shows, different formats increasingly appear to be competing for the same commodity  viewers’ attention.

One recent example is Lust Stories 3, the third instalment of Netflix’s popular anthology franchise. Its trailer has once again sparked discussion around sexuality, women’s desires and the complexities of relationships. The anthology brings together four stories directed by Vikramaditya Motwane, Kiran Rao, Shakun Batra and Vishal Bhardwaj, exploring love, desire, relationships and suppressed emotions from different perspectives. The series is scheduled to premiere on Netflix on September 18.

A dialogue by Aditi Rao Hydari from the trailer has also attracted attention on social media. Rather than portraying women’s desires as something simple or straightforward, the film presents them as part of a more complex emotional experience.

When sexuality becomes a marketing tool

Sexuality has long been used as an element of storytelling in cinema. The major change has come with the rise of digital platforms and social media.

In the past, posters, songs, trailers and press events were among the main tools used to promote films. Today, a single dialogue, a few seconds of footage or a controversial moment can spread across social media within minutes, generating discussion and publicity.

The Lust Stories franchise is a notable example. The first instalment, released in 2018, triggered discussions about sexuality, relationships and women’s desires in mainstream Indian entertainment. The second instalment followed in 2023, while the third continues to explore similar themes.

That does not necessarily mean sexuality is being used merely for cheap publicity. When handled thoughtfully, such themes can open discussions about marriage, relationships, power, desire and personal freedom. The problem arises when the controversial or sexual element becomes more important than the story itself.

When controversy becomes entertainment

The trend is even more visible in reality television, where the participants themselves become the content.

Their relationships, arguments, emotional moments, personal comments and conflicts are presented as entertainment for viewers.

Bigg Boss 20 offers a current example. The show has already generated attention through clashes and disagreements among contestants, including a physical altercation involving Aasif Khan and Qazi Touqeer.

At the same time, contestants’ personal experiences can sometimes take the conversation beyond entertainment. Bhojpuri actor Amrapali Dubey, for instance, has spoken about how women are often subjected to social stigma and scrutiny over many aspects of their lives.

This raises an important question: is controversy creating meaningful discussion, or is it simply producing a few hours of viral content?

How real is ‘reality’ television?

Despite the name, reality shows are rarely a completely unfiltered representation of real life.

Cameras have to be positioned, footage has to be selected, scenes have to be edited and certain moments are given more prominence than others. As a result, what viewers see is a version of reality shaped by production decisions.

Social media has blurred the boundary even further.

A celebrity posts about a relationship, announces a break-up or makes a controversial comment. Within minutes, the post can become a news story, which then turns into videos, reels, memes and social media discussions. The resulting attention can, in turn, benefit the celebrity or the project involved.

The private life of a celebrity has therefore become content in its own right.

When love becomes a competition

Dating reality shows represent another major part of this trend.

Programmes such as Love Is Blind, The Ultimatum and Perfect Match turn romantic relationships into structured entertainment. Viewers follow questions such as who will choose whom, who will stay together and who will walk away.

In this format, relationships are not simply stories being observed. They become a competitive narrative designed to encourage viewers to return for the next episode.

Controversy also fuels comedy

The same attention-driven model can be seen in comedy programmes.

Shows featuring jokes about celebrities, personal subjects, uncomfortable questions or provocative remarks can quickly generate discussion online. Once a particular moment becomes controversial, clips of it can spread well beyond the original programme.

In this environment, controversy does not necessarily mean failure.

Whether audiences praise or criticise a moment, the resulting conversation can increase its reach. Even criticism and backlash can translate into views, shares and engagement.

Is the algorithm partly responsible?

To some extent, yes.

For digital platforms, audience retention, watch time, shares, comments and discussions are important indicators of engagement. Social media algorithms also tend to amplify content that generates strong emotional reactions  whether curiosity, amusement, anger or controversy.

This creates a powerful incentive for entertainment producers to identify moments that viewers are likely to discuss and share.

Is going viral the new measure of success?

Cinema once relied heavily on box-office figures to measure success. Television depended largely on ratings.

Today, the equation is broader. Trends, views, memes, hashtags, searches, comments and online discussions have become part of the measurement of a programme’s impact.

The early numbers surrounding Bigg Boss 20 illustrate the changing competition. According to a report citing Ormax data, the show attracted 6.4 million viewers in its opening week, while India’s Got Latent was reported to have reached 7.8 million viewers.

-HIS