Report on Publicly Invited Research

（Publicly Invited Research 2003-2004）
An Empirical Study of Male Attitudes to Sex
- A historical representation of sexuality and field work about the sex industry -
Research Representative:Haruka Wazaki(Professor, Nagoya University Graduate School of Letters)
Co-researchers:
Rokuro Tabuchi (Assistant Professor, Nagoya University Graduate School of Environmental Studies)
Ayumi Mitsuishi　(Part-time Lecturer, Chubu University)
Saori Matsuda (Part-time Lecturer, Nasu University)

I. Purpose of Research

TIn recent years, policies and other approaches have been planned by government and local authorities aiming at the realization of gender equality. In order to attain an actual gender-equal society, there must not only be equal opportunities for men and women, but it is also vital that attitudes and behavior related to “sex” that divide males and females be changed. However, the attitudes and behavior of males and females regarding “sex” are seen as being clearly based on conventional practices and moral norms, and the distorted views of “sex” hidden within have gradually become suppressed and preserved.

This study sheds light on men’s attitudes to sex, a topic that has rarely been the subject of research until now, and in particular, aims to illustrate how it exists in relation to commercialized sex, which is representative of the sex industry. This empirical study endeavours to not only understand the present attitudes and behavior related to male sexuality, but also illustrate problem areas.

II. Research Overview

This study approaches men’s attitude to sex from four different aspects, intersecting diachronic research based on methodology such as historiography (social history), and synchronic research that draws on such methodology as anthropological fieldwork and quantitative surveys.

Firstly, a questionnaire survey was conducted, aimed at male adults in Koriyama City, Fukushima Prefecture and Midori Ward, Nagoya City, Aichi Prefecture, asking about their image of the sex industry and present attitudes to sex. Secondly to support these attitudes to sex, the historical transition and present situation of the sex industry were examined from documents as pre-history. Thirdly, in order to understand the present situation of the sex industry in Fukushima Prefecture (Koriyama City), field research was conducted in downtown areas as well as with bar and restaurant workers and people working in the sex industry. Finally, in order to clarify the real nature of men’s attitudes to sex and the sex industry, interviews were conducted primarily focusing on adult men, including managers and workers in the sex industry and customers of the sex industry.

III. Overview of Results

1) Questionnaire survey regarding men’s attitudes to sex
questionnaire survey aimed at male adults in Koriyama City, Fukushima Prefecture and Midori Ward, Nagoya City, Aichi Prefecture was conducted by post to ascertain present attitudes to “sex.”
Target Group:
Men aged between 20 and 60 living in Koriyama City, Koriyama City, Fukushima Prefecture and Midori Ward, Nagoya City, Aichi Prefecture
Target Selection:Systematic sampling from electoral registers
Distribution Method:Post (Distributed March 2003 followed by a reminder postcard sent by post)
Period of Survey:March 23 - April 12, 2003
Sample Size:2,000
Number of Responses:232, of which 228 were valid responses (Valid response rate 11.4%)
The subject matter of the survey mainly concerned attitudes to the sex industry and the image of sex (the act of sex). Some subjects are discussed in detail below.

(1) Regarding the Sex Industry
In answer to the question “Are you interested in the sex industry?” 60～70% of respondents were in the “interested” group, replying “Interested” or “Somewhat interested,” reflecting a high level of interest in the sex industry.





When looking at the various opinions regarding the sex industry, although 60% of respondents agreed with the statement “The sex industry is morally objectionable,” by agreeing with the statement “The sex industry is necessary,” 60-70% of respondents accept the sex industry is necessary to some extent. In addition, close to 50% indicated that patronage of the sex industry is “unavoidable” due to work obligations therefore it can be inferred that there is a discrepancy between “morals” with regard to the sex industry and reality.

With regard to why males give their patronage to the sex industry, 91.7% indicated “physiological requirement” 57.9% indicated “dissatisfaction with day to day sexual activity,” and 26.8% indicated “to satisfy their lust for conquest or control.” It reveals that nine out of ten respondents consider “physiological requirement” their reason.

(2) Regarding the Image of Sex (the image of sexual intercourse)
With regard to the question “How interested would you be in sex?” interest was high both in Koriyama and Nagoya, with over 80% of respondents making up the “interested” group.



Looking at the opinions regarding sex, more than 70% of respondents in both areas selected “I agree” or “I generally agree” with regard to the statements “It is necessary to have sex” and “Sex is something everyone experiences.” Furthermore, more than 80% of respondents selected “I don’t agree” or “I don’t entirely agree” with regard to the statements “Sex is not a good thing” and “Sex is an embarrassing thing.” However, when considering the question “Money should not be paid for sex,” opinion was divided in comparison to the previous statements, with only 50-60% of respondents in either region selecting “I agree” or “I generally agree.”



2) Historical Changes in the Sex Industry After the War
Using sex industry-related legal amendments and economic circumstances as references, changes in the post-war sex industry were divided into four periods for discussion. Following the war, the sex industry went through various changes along with the times, but the major changes that can be singled out are(1) Diversification of the sex industry, (2) An increase in the amount of information available about the sex industry as a result of the development of the media, (3) The proliferation of the sex industry in daily life. The post-war sex industry is diversifying, from red-light and other forms of prostitution, to businesses offering sexual gratification services such as Soapland(Sopurando) and Pink Saloons(Pinku Saron), and businesses whose services are characterized by full body massages that include sexual gratification such as Fashion Health Massage(Fasshion Herusu), indicating that the kinds of sexual services offered are changing, from an emphasis on sexual gratification and sex itself, into something that answers the various “needs” of clients.

It can also be pointed out that the development of media such as cellular phones and the internet in recent years has also had an impact on the sex industry. It has been acknowledged that, due to these media, the current environment enables anyone, anywhere to gain easy access to information about the sex industry, so that the sex industry, which had, up until now, been restricted to red-light districts, is tending to infiltrate and spread into daily life.

3) Koriyama City Field Study
A field work was conducted focusing on the vicinity of Koriyama Station, Fukushima Prefecture. As the result of a redevelopment project in the 1980’s, the area in front of Koriyama Station enjoyed a stimulated economy and urban development due to the creation of a “commercial corridor,” centered around a major department store and connecting the local shopping area. However, due to the effects of the economic downturn, the emergence of sex parlors in the business district is conspicuous; sex businesses have set up shop in vacated premises in the local shopping area with the result that an environment has been created where daily life is mixed with the sex industry. It has become clear, however, that in such commercial areas, there have been moves for the voluntary elimination of the sex industry by neighboring business establishments, restaurants and bars.

4) Interviews regarding men’s attitudes to sex
nterviews were conducted with men in their twenties to fifties (thirteen participants)by using semi-structured questions including those who had given their patronage of the sex industry, as well as proprietors of sex parlors and sex workers (two males, two females).

In interviews with proprietors in the sex industry and sex workers, it was determined that, as a result of the broadening of the scope of regulations brought about by the revision of the Entertainment Establishments Control Law, a large number of sex parlors have become “more wholesome” and an increasing number of clients do not wish to gratify their sexual needs but put emphasis on their need for intimacy and communication. In interviews of men in their twenties to fifties, while it was established that there is an interest in the sex industry as a whole and it was considered necessary, the perception by respondents that it was a world unrelated to themselves was revealed, it was assumed that the sexual desire of men was natural, and suggested that the way of thinking reliant on this assumption is something that has been created. Furthermore, when talking about sex, it was indicated that, due to the almost complete lack of learning environment, the acquisition of knowledge about sex was based on fragmentary and inaccurate information, with a tendency to consult friends or colleagues of the same sex, magazines, the internet and adult videos. As a result, attitudes, problems, questions and other issues relating to sex have been left unaddressed.

IV.Conclusions

Through this study, one of the most important factor of men’s attitudes have been revealed - while they are interested in the sex industry, with some being patrons or consumers, they continue to have no interest in their own sexuality or the problems related to the sex industry. It can be presumed that because attitudes regard the “naturalness” and “necessity” of men’s desire for sex as obvious, when men talk about the sex industry and the behavior of men in giving their patronage to such, they also base their ideas on “naturalness” and “necessity.” One of the causes of the preservation of the “fantasy” of sex between men and women could well be found here. In recent years, due to the development of the media, there is a growing deluge of information related to sex and the sex industry. In looking at this situation, people should not decide to have no interest in sex or let nature take its course but should improve their ability to read into the situation “appropriately.” In addition, in order for each and every person to re-examine their own attitudes, it is conceivable that the creation of a regional network-type organization offering a place for people to talk and think about problems related to sex could be effective. Through such activities, men can become aware of and overcome the problems inherent in their own attitudes and behavior, and contribute to the realization of an improved gender-equal society.