Using material from the Pfizer sponsored website providing health information on erectile dysfunction to potential Swedish Viagra customers (www.potenslinjen.se), this article explores the public image of masculinity in relation to sexual health and the cultural techniques for creating pharmaceutical appeal. We zoom in on the targeted ideal users of Viagra, and the nationalized, racialized and sexualized identities they are assigned. As part of Pfizer’s marketing strategy of adjustments to fit the local consumer base, the ways in which Viagra is promoted (...) for the Swedish setting is telling of what concepts of masculinity are so stable and unassailable that they can withstand the association with a drug that is, in essence, an acknowledgement of ‘failed’ masculinity and ‘dysfunctional’ sexuality. With comparative national examples, this study presents an interdisciplinary take on the ‘glocalized’ cultural imaginary of Viagra, and the masculine subject positions it engenders. (shrink)

Anti-Aging and Biomedicine: Critical Studies on the Pursuit of Maintaining, Revitalizing and Enhancing Aging Bodies Content Type Journal Article Category Editorial Notes Pages 187-195 DOI 10.1007/s12376-009-0021-9 Authors Antje Kampf, Johannes Gutenberg-Universität Mainz Mainz Germany Lynn A. Botelho, Indiana University of Pennsylvania Indiana PA USA Journal Medicine Studies Online ISSN 1876-4541 Print ISSN 1876-4533 Journal Volume Volume 1 Journal Issue Volume 1, Number 3.

In this article I employ Deleuzian theory in an exploration of men’s and women’s experiences of sexuality and sexual relations when encountering erectile difficulties and/or using sexuopharmaceuticals such as Viagra (sildenafil). I analyse the ways in which accounts of the function of Viagra-assisted erections can be seen to restore or re-establish previous sexual conventions or patterns (in Deleuzian terms, to ‘re-territorialize’ desire in ‘molar’ directions), and the ways in which Viagra use may change or challenge such patterns. Also examined are (...) the alternative stories of those for whom Viagra hasn’t ‘worked’; these accounts demonstrate how the persistence of erectile difficulties produces positive opportunities for experimentation, creativity and transformation in the realm of the erotic. (shrink)

This article raises the question of ‘normality’ today and the fracturing of health ideals along new lines of enablement and function. In particular the study asks if ‘functional’ and ‘dysfunctional’ are displacing ‘normal’ and ‘pathological’ as master biopolitical binarisms, and if so, what distinctions can be drawn between them. The discourse of ‘function’ and ‘dysfunction’ is certainly ubiquitous in two areas of research and practice: gerontology and sexology. In the former case ‘functional health’ is linked to successful aging represented by (...) technical tests around activities of daily living (ADLs) and risk-assessment profiles. In the latter case, sexual function and dysfunction have become all-encompassing markers of heterosexual competence, now largely detached from reproductive imperatives, but refashioned as integral to responsible and successful self-management. Presenting examples from both cases, the article concludes that functionality, circulating under the signs of ‘normal’, ‘natural’ and ‘healthy’, furnishes economic, technological, educational, professional, pharmacological and policy fields with a rich intellectual, practical and regulatory resource. (shrink)

Since the late 1990s, a constellation of professional associations, journals and health promotion materials has emerged that has constructed the ‘aging male’ as a medical problem. Central to this construction has been a revival of a hormonal model of the male body in which anti-aging is linked to the restoration of masculinity. In this paper I revisit the association of aging and demasculinization that animated the rejuvenation movement of the early 20th century, and contrast this with the initial mainstream medical (...) interest in testosterone therapy in the mid-20th century. Then I will demonstrate how the association between anti-aging and re-masculinization has been given new life in the remedicalized ‘andropause’, and as a contemporary focus on maintaining life-long virility has emerged as an important indicator of ‘health aging’. (shrink)

Cluster headache is a notoriously painful and dramatic disorder. Unlike other pain disorders, which tend to affect women, cluster headache is thought to predominantly affect men. Drawing on ethnography, interviews with headache researchers, and an analysis of the medical literature, this article describes how this epidemiological “fact”—which recent research suggests may be overstated—has become the central clue used by researchers who study cluster headache, fundamentally shaping how they identify and talk about the disorder. Cluster headache presents an extreme case of (...) medicalized masculinity, magnifying the processes of gendering and bringing into relief features of the world whose routine operation we might otherwise overlook. (shrink)

From organ transplants to genetic therapies by way of the manufacture of replacement tissue, regenerative medicine incarnates a biomedical reasoning that is unique to contemporary society. As a re-engineering of the body, regenerative medicine is the most accomplished manifestation of contemporary biopolitics: it concretely announces the emergence of what sociologist Karin Knorr Cetina calls the ‘culture of life’, in which individual existence is symbolically assimilated to biological conditions. This article will examine the symbolic and ethical issues of regenerative medicine, notably (...) regarding representations of the ageing body. In doing so, it will place this new branch of biomedical research back into the context from which it emerged, with the goal of grasping the social and cultural suppositions on which regenerative medicine is based. The growing number of elderly people in Western societies is one such central element. This article therefore intends to demonstrate how regenerative medicine is rooted in the modern biomedical deconstruction of death, which underlies the contemporary technoscientific fantasy of indefinitely extending longevity. (shrink)

This paper examines the role of the body in the social and psychological study of ageing. Drawing upon the phenomenological tradition, it argues that the body occupies a halfway house between materiality and subjectivity, unsettling those social psychological and biological frameworks by which age and ageing are traditionally understood. While offering no simple resolution of this ambiguity, the paper highlights the intrinsic nature of this dilemma. After reviewing recent research and writing concerning body awareness, body ownership and body affordance, the (...) thesis is proposed that much of what constitutes bodily ageing can be seen as a series of ‘normal abnormalities’. These result in our experience of bodily ageing pivoting uneasily between an object and a subject position. This dialectic is incapable of synthetic resolution but still, to varying degrees it preoccupies many in later life. It is rarely confronted in its full complexity, however, in ageing studies. The phenomenological tradition provides an under-utilised framework for future investigations in this field. (shrink)

This article analyzes the rise and fall of a public health ‘fact’ in the US: the assertion that gay men’s Viagra use is inherently recreational and increases STD risk. Extending the science studies argument that drug development and marketing entail the construction of new publics, this article shows how strategic drug marketing silences can also constitute new populations of users. It shows how Viagra marketing’s silence about gay users, which facilitated legitimization of the drug as an aid for companionate heterosexuality, (...) created a cultural space for the development of health discourse about gay men as illegitimate, recreational and risky Viagra users. Using Susan Leigh Star’s concepts of ‘simplification’ and ‘complexification’, this article traces the construction and deployment of this public health fact, as well as its subsequent contestation. Using an arena analysis approach, this article demonstrates how marketing discourse and public health fact-making came together in the case of gay Viagra use to refresh long-standing and politically harmful American cultural associations between gay sex and sickness. (shrink)

Ageing bodies are too often associated with invisibility or ‘active’ and ‘successful ageing’ discourses. Little research has focused on the daily and lived experiences of ageing, gender and sexuality in midlife, particularly when it comes to positive or more nuanced experiences. Based on ethnographic research in salsa classes with women in their fifties, this article explores the intersections and co-production of ageing, femininity and heterosexualities within particular spaces. Single women in midlife initially felt unsure of the ‘rules of the road’, (...) out of place in social space. Salsa class spaces were produced as safe, alongside a ‘safe sensuality’ – which included embodying a glamorous salsa outfit but remaining respectfully feminine in ‘age appropriate’ ways. Participants navigated a way to become ‘more’ rather than ‘less’ of themselves with age, enjoying a ‘second chance’ which had not been afforded to the women of the generations before them. This article extends queer studies of space to account for ageing and for the hierarchies embodied within heteronormativities. (shrink)