Glocal Pharma: International Brands and the Imagination of Local Masculinity$nEricka Johnson, Ebba Sjögren and Cecilia Åsberg
In: Global Connections
Cover -- Title -- Copyright -- Contents -- Notes on contributors -- Acknowledgements -- 1 Introduction: Glocal pharmaceuticalization -- Part 1 Changes in forms of governance -- 2 Governing by drugs: Conniving patients, beguiled doctors and disciplining drugs -- 3 'A few good men' are not enough: Upsetting general categories with specific knowledge when making reimbursement decisions -- Part 2 Changes in the medical discourse -- 4 The Swedish medical discourse: Impotence, erectile dysfunction and Viagra in Läkartidningen -- 5 Alpha-blockers and a weaker pharmaceutical influence on medical discourse -- Part 3 Techno-social relationships and identities -- 6 Enrolling men, their doctors and partners: Individual and collective responses to erectile dysfunction -- 7 Viagra selfhood: Pharmaceutical advertising and the visual formations of Swedish masculinity -- 8 Conclusions: Glocal pharma and the Swedish Viagra man -- References -- Index