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Enrolling men, their doctors and partners: Individual and collective responses to erectile dyspunction
Linköping University, Department of Thematic Studies, Technology and Social Change. Linköping University, Faculty of Arts and Sciences.ORCID iD: 0000-0001-5041-5018
Linköping University, Department of Thematic Studies, The Department of Gender Studies. Linköping University, Faculty of Arts and Sciences.
2016 (English)In: Glocal Pharma: International brands and the Imagination of Local masculinity / [ed] Ericka Johnson, Ebba Sjögren, Cecilia Åsberg, London, New York: Routledge, 2016, 1, 75-87 p.Chapter in book (Refereed)
Abstract [en]

This chapter examines how men, their doctors and their partners are enrolled by the Pfizer-sponsored website for potential Swedish Viagra customers. We read this enrolment as an example of how new techno-social identities are created by a drug, in this case, Viagra. The Swedish-language site www.potenslinjen.se2 (in English, ‘potency hotline’) is framed as a source of information for laypeople concerned about erectile dysfunction.3 We have examined how the site’s text and imagery address different audiences in the construction of the Swedish Viagra man. Our analysis builds on existing literature about the promotion of Viagra which addresses the construction of erectile dysfunction (ED) and masculinity in other national contexts, and we therefore make mention of alternative images and readings in other contexts throughout our analysis. Like previous critical studies of Viagra (Fishman and Mamo 2001; Marshall 2006; Tiefer 2006; Vares and Braun 2006), we are examining the construction of an ideal user of Viagra, but we also discuss the way the enrolment of doctors and partners serves to position ED in the man and define its treatment as a solitary act of taking a pill while simultaneously involving the other actors to help the medicine function.

Place, publisher, year, edition, pages
London, New York: Routledge, 2016, 1. 75-87 p.
Series
, Global Connections
Keyword [en]
advertising to men, gender, masculinity, viagra
National Category
Gender Studies Social Sciences Interdisciplinary
Identifiers
URN: urn:nbn:se:liu:diva-132118DOI: 10.4324/9781315585185ISBN: 9781472481634 (Print)ISBN: 9781315585185 (eBook)ISBN: 9781317126799 (pdf file)OAI: oai:DiVA.org:liu-132118DiVA: diva2:1037731
Projects
PPPHS
Available from: 2016-10-17 Created: 2016-10-17 Last updated: 2016-10-26Bibliographically approved

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Enrolling men, their doctors and partners: Individual and collective responses to erectile dyspunction(350 kB)13 downloads
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Type fulltextMimetype application/pdf

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Johnson, ErickaÅsberg, Cecilia
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