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- Johnson, Ericka, 1973-, et al.
(författare)
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Glocal Pharma : international brands and the imagination of local masculinity
- 2016
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Bok (övrigt vetenskapligt/konstnärligt)abstract
- 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.
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| 2. |
- Johnson, Ericka, 1973-, et al.
(författare)
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Enrolling men, their doctors and partners : individual and collective responses to erectile dyspunction
- 2016. - 1
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Ingår i: Glocal Pharma. - London, New York : Routledge. - 9781472481634 - 9781315585185 - 9781317126799 ; , s. 75-87
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Bokkapitel (refereegranskat)abstract
- This chapter examines how men, their doctors and their partners are enrolled by the Pfizer-sponsored website for potential Swedish Viagra customers. We read this enrolment as an example of how new techno-social identities are created by a drug, in this case, Viagra. The Swedish-language site www.potenslinjen.se2 (in English, ‘potency hotline’) is framed as a source of information for laypeople concerned about erectile dysfunction.3 We have examined how the site’s text and imagery address different audiences in the construction of the Swedish Viagra man. Our analysis builds on existing literature about the promotion of Viagra which addresses the construction of erectile dysfunction (ED) and masculinity in other national contexts, and we therefore make mention of alternative images and readings in other contexts throughout our analysis. Like previous critical studies of Viagra (Fishman and Mamo 2001; Marshall 2006; Tiefer 2006; Vares and Braun 2006), we are examining the construction of an ideal user of Viagra, but we also discuss the way the enrolment of doctors and partners serves to position ED in the man and define its treatment as a solitary act of taking a pill while simultaneously involving the other actors to help the medicine function.
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| 3. |
- Johnson, Ericka, 1973-, et al.
(författare)
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Enrolling Men, their Doctors, and Partners : Individual and Collective Responses to Erectile Dysfunction
- 2012
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Ingår i: Science & Technology Studies. - Tampere : Finnish Society for Science and Technology Studies. - 2243-4690. ; 25:2, s. 46-60
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Tidskriftsartikel (refereegranskat)abstract
- Using the Pfizer funded Swedish informational site about erectile dysfunction (ED), www.potenslinjen.se, we examine how potential users, their partners, and medical doctors are enrolled in the process of creating the Swedish Viagra user. Contextualized against other critical work on Viagra, our analysis shows how the commercial discourse embeds the ED patient into a network of actors. Three separate actors are co-constituted and enrolled by this erectile dysfunction information discourse, comprising Viagra marketing material in a country which forbids direct to consumer advertising of prescription medication. Doctors are enrolled to produce the cultural authority of expert medical knowledge, whereas partners are given responsibility for the emotional aspects of a man’s sexuality and encouraged to direct the man toward the relationship-saving Viagra. Throughout, though, the man is the patient responsible for taking Viagra to fix his dysfunctioning penis. We problematize this individualised solution by contrasting it with the social aspects of the discourse and examining other qualitative and historical studies of impotence. We then ask if the enrolment presented by the Swedish Viagra website could be (mis)used to expand the circle of actors involved in ED, redefi ning the ‘problem’ and opening for a wider variety of treatments.
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| 4. |
- Johnson, Ericka, 1973-, et al.
(författare)
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Prescribing Relational Subjectivities
- 2017
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Ingår i: Gendering drugs. - Cham : Palgrave Macmillan. - 9783319514864 - 9783319514871 ; , s. 87-105
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Bokkapitel (refereegranskat)abstract
- The project that triggered this book was named “Prescriptive Prescriptions. Pharmaceuticals and ‘Healthy’ Subjectivities.” As discussed in Chap. 1, Introduction, our initial task was to map out and explore how pharmaceuticals were prescribing healthy subject positions for the individuals targeted by them. But pharmaceuticals do much more than prescribe healthy personhood. They also prescribe healthy social relationships whose very existence and enactment can be imagined as requiring the consumption of a prescription medication. The two chapters in this part detail how this is done discursively by focusing on commercial images and texts used to market and sell Alzheimer’s, prostate and human papillomavirus pharmaceuticals.
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| 5. |
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| 6. |
- Åsberg, Cecilia, 1974-, et al.
(författare)
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Viagra Selfhood : Pharmaceutical advertising and the visual formations of Swedish masculinity
- 2016. - 1
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Ingår i: Glocal Pharma. - New York : Routledge. - 9781472481634 - 9781315585185 - 9781317126799 ; , s. 88-98
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Bokkapitel (refereegranskat)abstract
- 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.
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