Male Sexuality, Medicalization, and the Marketing of Cialis and Levitra1
نویسنده
چکیده
New treatments for male impotence have proliferated since Viagra’s popular emergence on the market in 1998. Two such therapies recently received FDA approval for prescription use: Cialis and Levitra. This paper examines the marketing campaigns for Viagra’s competitors and asks whether these treatments offer a different discourse on impotence. Using advertising and promotional materials, the study focuses on the major discursive themes related to the promotion of these drugs. The study finds that while the marketing campaigns for Cialis and Levitra employ most of medicine’s traditional discourses on impotence, they emphasize several additional discursive strategies to help promote these drugs in the competitive impotence treatment market. The author suggests that these promotional themes have important implications for the medical project of constructing the “sexually functional” male body. In conclusion, the author argues that these new drugs and the discourses they circulate introduce new standards for sexual functioning and medicalize areas of male sexuality not previously seen as requiring medical repair.
منابع مشابه
[Accessed through sex: the medicalization of male sexuality at two different moments].
The scope of this article is to reflect upon the medicalization of male sexuality based on the counterpoint between two distinct historical processes. The first of these is the major trend towards intervention in male sexuality which occurred in the early twentieth century in Brazil as a result of syphilis and the broader campaign against venereal disease. The second concerns the medicalization...
متن کاملMedicalized Masculinities
A funny thing happened on the way to theorizing medicalization: men’s bodies were ignored. This seems a startling statement, given the sheer number of articles and books written on the medicalization of—well, everything, it would appear. But with the exception of a few scattered but important pieces (see Ehrenreich 1983; Tiefer 1994; Potts 2000; Riska 2002, 2004; Mumford 1997), most of which ar...
متن کامل(Re)medicalizing the Male Menopause
This article analyzes the contemporary construction of male menopause as a clinical disorder. While medical interest in a male climacteric has waxed and waned over the past century, the past decade has witnessed a surge of both scientific and commercial interest in its diagnosis and treatment. In explaining why this is the case, the author suggests that shifting cultural narratives of aging and...
متن کاملPnm-11: Male Infertility and Its Effect on Male Sexuality
a:4:{s:10:"Background";s:514:"Male infertility may occur as a consequence of psychological or physical problems or a combination thereof. On learning of their infertility, patients usually go through an initial emotional crisis. The male response thereafter varies depending on the etiology of the infertility. Male factor infertility threatens the traditional male/father role and results in a fe...
متن کامل