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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 (Refereed)
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 Pharmaoffers 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 sites 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 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
London & New York: Routledge , 2016. , 126 p.
Series
, Global Connections
Keyword [en]
viagra, pharmaceuticals, globalization, localization, masculinity
National Category
Sociology (excluding Social Work, Social Psychology and Social Anthropology)
Identifiers
URN: urn:nbn:se:liu:diva-128828ISBN: 9781472481634 (Print)ISBN: 9781315585185 (eBook)ISBN: 9781317126799 (pdf file)OAI: oai:DiVA.org:liu-128828DiVA: diva2:932385
Projects
Kultur, (bio)medikalisering och manlighetens omvandlingar. Viagra™ som symbol och teknik
Funder
Swedish Research Council, 2005-8686
Available from: 2016-06-01 Created: 2016-06-01 Last updated: 2016-08-15Bibliographically approved

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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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ReferencesLink to record
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