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The negative stereotype is sustained by too many sources to effectively do anything about it, even if the industry as a whole somehow managed to form a cohesive alliance within itself.
Many moons ago, much of the porn industry was used by organized crime as a way of funding its other activities - and that reputation has never fully left the collective memory of many. Hell, the bondage niche industry was once entirely dominated (pardon the pun) by organized crime in the early days. They controlled virtually all major production and distribution of print and film.
It goes without saying that's its not a good thing to show support of illegal activities that cast a negative stereotype on us all - but again, without a central core that represents our best interests...there's really no feasible way of sustaining a protracted positive image campaign to the public.
On top of that, there are too many christian and fundamentalist influences in the mainstream mass media (and politics) that make it their self-appointed mission to amplify the negativity against the adult industry every chance they get. Sure, we've made some major inroads over the past few years...but only small battles have been won. Often its one step forward and two steps back.
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