Glocal pharma : international brands and the imagination of local masculinity

• Employing the case study of the emergence, representation and regulation of Viagra in the Swedish market, this book 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

Ämnesord

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

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

Nyckelord

BUSINESS & ECONOMICS / Industries / General

Case studies

Direct-to-Consumer Advertising

Drug Industry

drug therapy

Erectile Dysfunction

Globalization

Impotence

Management

Marketing

Masculinity

Masculinity in advertising

Medicalization

methods

Pharmaceutical industry

psychology

Sildenafil

Sildenafil Citrate

Social aspects

Sweden

therapeutic use

Publikations- och innehållstyp

vet (ämneskategori)

bok (ämneskategori)