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Glocal Pharma: International brands and the imagination of local masculinity
Linköping University, Department of Thematic Studies, Technology and Social Change. Linköping University, Faculty of Arts and Sciences.ORCID iD: 0000-0001-5041-5018
Department of Accounting at Stockholm School of Economics, Sweden.
Linköping University, Department of Thematic Studies, The Department of Gender Studies. Linköping University, Faculty of Arts and Sciences.
2016 (English)Book (Other academic)
Abstract [en]

An exploration of how global pharmaceutical products are localized - of what happens when they become ’glocal’ - this book examines the tensions that exist between a global pharmaceutical market and the locally bounded discourses and regulations encountered as markets are created for new drugs in particular contexts. Employing the case study of the emergence, representation and regulation of Viagra in the Swedish market, Glocal Pharma offers analyses of commercial material, medical discourses and legal documents to show how a Swedish, Viagra-consuming subject has been constructed in relation to the drug and how Viagra is imagined in relation to the Swedish man.

Engaging with debates about pharmaceuticalization, the authors consider the ways in which new identities are created around drugs, the redefinition of health problems as sits of pharmaceutical treatment and changes in practices of governance to reflect the entrance of pharmaceuticals to the market. With attention to ’local’ contexts, it reveals elements in the nexus of pharmaceutcalization that are receptive to cultural elements as new products become embedded in local markets.

An empirically informed study of the ways in which the presence of a drug can alter the concept of a disease and its treatment, understandings of who suffers from it and how to cure it - both locally and internationally - this book will appeal to scholars of sociology and science and technology studies with interests in globalization, pharmaceuticals, gender and the sociology of medicine.

Place, publisher, year, edition, pages
New York: Routledge, 2016. , 125 p.
Series
Global Connections
Keyword [en]
Pharmaceutical industry, Marketing, Medicalization, Impotence
Keyword [sv]
Impotens, Läkemedelsterapi
National Category
Sociology (excluding Social Work, Social Psychology and Social Anthropology) Social Sciences Interdisciplinary
Identifiers
URN: urn:nbn:se:liu:diva-126231DOI: 10.4324/9781315585185Libris ID: 19875025ISBN: 9781472481634 (print)ISBN: 9781315585185 (print)ISBN: 9781317126799 (print)OAI: oai:DiVA.org:liu-126231DiVA: diva2:913071
Funder
Swedish Research Council, 2005-8686
Available from: 2016-03-18 Created: 2016-03-18 Last updated: 2016-11-22Bibliographically approved

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Glocal Pharma: International brands and the imagination of local masculinity(1241 kB)207 downloads
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Johnson, ErickaÅsberg, Cecilia
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Technology and Social ChangeFaculty of Arts and SciencesThe Department of Gender Studies
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf