Viagra Selfhood : Pharmaceutical advertising and the visual formations of Swedish masculinity

• 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.

Ämnesord

SAMHÄLLSVETENSKAP  -- Annan samhällsvetenskap -- Genusstudier (hsv//swe)

SOCIAL SCIENCES  -- Other Social Sciences -- Gender Studies (hsv//eng)

Nyckelord

gender

masculinity

critical studies of men and masculinity

viagra

viagra studies

visual culture

Publikations- och innehållstyp

ref (ämneskategori)

kap (ämneskategori)