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Glocal Pharma: International Brands and the Imagination of Local Masculinity book cover

1st Edition

Glocal Pharma International Brands and the Imagination of Local Masculinity

By Ericka Johnson, Ebba Sjögren, Cecilia Åsberg Copyright 2016
134 Pages
by Routledge

134 Pages
by Routledge

The Open Access version of this book, available at http://www.tandfebooks.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 3.0 license. 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... Read more

About the Authors



Acknowledgements





1. Introduction: Glocal Pharmaceuticalization





Part I 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 II 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 III Techno-Social Relationships and Identities





6. Enrolling Men, their Doctors, and Patients: 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

Biography

Ericka Johnson is Assistant Director of the Technology and Social Change Division at Linköping University, Sweden and co-editor of Technology and Medical Practice: Blood, Guts and Machines. Visit her website: www.erickajohnson.se



Cecilia Åsberg is Professor of Gender Studies at Linköping University, Sweden.



Ebba Sjögren is Associate Professor in the Department of Accounting at Stockholm School of Economics, Sweden.

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