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Viagra Selfhood: Pharmaceutical Advertising and the Visual Formation of Swedish Masculinity
Linköping University, Faculty of Arts and Sciences. Linköping University, The Tema Institute, The Department of Gender Studies. (the posthumanities hub)
University of Gothenburg, Sweden.
2009 (English)In: HEALTH CARE ANALYSIS, ISSN 1065-3058, Vol. 17, no 2, 144-157 p.Article in journal (Refereed) Published
Abstract [en]

Using material from the Pfizer sponsored website providing health information on erectile dysfunction to potential Swedish Viagra customers (, this article explores the public image of masculinity in relation to sexual health and the cultural techniques for creating pharmaceutical appeal. We zoom in on the targeted ideal users of Viagra, and the nationalized, racialized and sexualized identities they are assigned. As part of Pfizers marketing strategy of adjustments to fit the local consumer base, the ways in which Viagra is promoted for the Swedish setting is telling of what concepts of masculinity are so stable and unassailable that they can withstand the association with a drug that is, in essence, an acknowledgement of failed masculinity and dysfunctional sexuality. With comparative national examples, this study presents an interdisciplinary take on the glocalized cultural imaginary of Viagra, and the masculine subject positions it engenders.

Place, publisher, year, edition, pages
Springer, 2009. Vol. 17, no 2, 144-157 p.
Keyword [en]
Viagra, Pharmaceutical culture, Identity formation, Sexual health, Masculinity
National Category
Social Sciences Gender Studies
URN: urn:nbn:se:liu:diva-18563DOI: 10.1007/s10728-009-0112-5OAI: diva2:220598
Available from: 2009-06-01 Created: 2009-06-01 Last updated: 2013-02-26

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Åsberg, CeciliaJohnson, Ericka
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ReferencesLink to record
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