Year: 2025
Type: article
Abstract: Emerging in the wave of adult business expansion since 2015, women's adult companies in mainland China have sought to 'cleanse' the previously male-dominated industry and establish new norms. To do so, they have used a strategy of de-erotisation, distancing themselves from the sexually provocative marketing of sex products and sex aids. More than being guilt-free, the consumption of sex toys is associated with liberal progressiveness, promising the return of orgasmic rights to women. I argue that, by elevating sexual morality within the pleasure industry, women's adult companies have sought to educate and reshape female sexuality necessitating consumption of sex toys and sex courses/therapies. In their sex education channels, podcasting is important, and an increasing number of companies sponsor sex-positive podcasts to promote brand value. Influenced by sex-positive feminism, women's adult companies have sought to foster female agency and desire. However, operating within the capitalist system, they are not motivated to change existing power relations; rather, as I will show, reversing the rhetoric of sexual objectification to subjectification sometimes has served as a short-cut to sustain feminist progressiveness while expanding their consumer base.
Source: Culture Health & Sexuality
Author: Fan Yang
Institution: Hangzhou Normal University
Language: English
Topic: Gender, Feminism, and Media
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
SDG: Gender equality
Open Access status: bronze
OpenAlex ID: W4408220966