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Unlike traditional pornography, the interactive nature of the camming medium titillates with the promise of ''virtual friendship''. [[Princeton University]] sociologist and author of ''The Purchase of Intimacy'', [[Viviana Zelizer]], states of camming: "they're defining a new kind of intimacy. It's not traditional sex work, not a relationship, but something in between."<ref name=Richtel/> In addition to performing sex work, cam models also perform through their hosting duties, conveying authenticity, creating and animating fantasies, and managing relationships over time.<ref>{{Cite journal|last=Nayar|first=Kavita|title=Working it: the professionalization of amateurism in digital adult entertainment|journal=Feminist Media Studies|volume=17|year=2017|issue=3|pages=473–488|doi=10.1080/14680777.2017.1303622|s2cid=151835520}}</ref>
Within ''Cam Girlz'', a documentary film about the industry, male fans often say that they come to camming sites as a way to fulfill emotional needs. The film's director, Sean Dunne, states of the fans, "they said it's not like a strip club – it's like a community, and you feel it when
However, Dr Kari Lerum of the [[University of Washington]] suggests that men are more open and vulnerable in cam rooms than in strip clubs, and can become very invested in relationships which only exist on the screen.<ref name=Richtel/> This proposition was supported by a 2019 study of over 6,000 webcam users by the webcam platform [[Stripchat]]. The study found that over 40% of its users had developed significant relationships with their cam models, ranging from friendship to deep emotional connections.<ref name="Ley">{{cite news | last1=Ley | first1=David | title=Am iCheating? | url=https://www.psychologytoday.com/us/blog/women-who-stray/201907/am-icheating | access-date=20 August 2019 | work=Psychology Today | date=23 July 2019 | archive-date=27 March 2023 | archive-url=https://web.archive.org/web/20230327180508/https://www.psychologytoday.com/us/blog/women-who-stray/201907/am-icheating | url-status=live }}</ref>
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