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Viagra Selfhood: Pharmaceutical advertising and the visual formations of Swedish masculinity
Linköping University, Department of Thematic Studies, The Department of Gender Studies. Linköping University, Faculty of Arts and Sciences. (The Posthumanities Hub)
Linköping University, Department of Thematic Studies, Technology and Social Change. Linköping University, Faculty of Arts and Sciences.ORCID iD: 0000-0001-5041-5018
2016 (English)In: Glocal Pharma: International Brands and the Imagination of Local Masculinity / [ed] Ericka Johnson, Ebba Sjögren, Cecilia Åsberg, New York: Routledge, 2016, 1, 88-98 p.Chapter in book (Refereed)
Abstract [en]

In this chapter, we will investigate the visual confguration of what we term a  Swedish Viagra imaginary, a cultural phantasy landscape that produces and repro- duces certain subject positions of great interest for feminists and other scholars invested in social change. More precisely, we interrogate a set of key images pre- sented by the Pfzer-sponsored website for potential Swedish Viagra customers with erectile dysfunction in order to explore how this particular Viagra imaginary provides reference points for shared and collective identities. We explore here the  visual formation, and the naturalization, of the nationally shaped masculinity of the potential consumers of Viagra at a Swedish-language site, www.potenslinjen.se/,  the same site discussed in Chapter 6. This site is produced by the pharmaceutical 2 company Pfzer for the explicit purpose of providing the Swedish public with health  information on erectile problems.

Place, publisher, year, edition, pages
New York: Routledge, 2016, 1. 88-98 p.
Series
, Global Connections
Keyword [en]
gender, masculinity, critical studies of men and masculinity, viagra, viagra studies, visual culture
National Category
Gender Studies
Identifiers
URN: urn:nbn:se:liu:diva-132117DOI: 10.4324/9781315585185ISBN: 9781472481634 (Print)ISBN: 9781315585185 (eBook)ISBN: 9781317126799 (pdf file)OAI: oai:DiVA.org:liu-132117DiVA: diva2:1037730
Projects
PPPHS
Available from: 2016-10-17 Created: 2016-10-17 Last updated: 2016-10-25Bibliographically approved

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Viagra Selfhood: Pharmaceutical advertising and the visual formations of Swedish masculinity(311 kB)13 downloads
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2768376046386fc2ac64034fc8ab2b0b7bddf397b0a956e884cabc378dc1ca52d929c21d63d569c6bc22879c8ba0c4a97f527a942cc03913c63fc5c2f1041949
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Åsberg, CeciliaJohnson, Ericka
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The Department of Gender StudiesFaculty of Arts and SciencesTechnology and Social Change
Gender Studies

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