图书简介
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 empirically informed 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.
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 L?kartidningen 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
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