A Comparative Study of Compositions and Contexts of Japanese Adult Videos (AV) for Men and Women

Abstract

        Japan is widely recognized as a global leader in the adult video (AV) industry, accounting for approximately 20% of global AV sales. Despite its seemingly liberal landscape, the industry remains largely monopolized, especially in terms of content production tailored predominantly for male audiences. However, recent developments have emerged with the rise of companies that specifically produce AV targeting female viewers. This study aims to compare the structural elements and social contexts of Japanese AV designed for male and female audiences by analyzing key aspects such as narrative, character portrayal, language, visuals, sound, sexual imagination, and gender ideologies as represented in the media. Employing a qualitative content analysis methodology, the study examines 10 AV films—5 aimed at male viewers and 5 at female viewers—using a coding sheet framework. The analysis is guided by theories including Narrative Structure Theory, Representation Theory, Hegemonic Masculinity, and Kolb’s Experiential Learning Cycle. Findings reveal that AV for men tends to emphasize visual stimulation through the depiction of female bodies in contexts that often diminish female agency. In contrast, AV for women places greater focus on emotional relationships, dialogue, mutual consent, and nuanced storytelling. The comparison highlights significant differences in gender roles and sexual values, reflecting broader cultural dynamics within contemporary Japanese society.

        This study argues that AV should be recognized not merely as erotic entertainment but as a cultural space for negotiating power relations, sexual desires, and personal fantasies. Moreover, it suggests that AV has the potential to serve as a medium for complex sexual learning linked to wider social structures.