Johnson, Ericka <br/><br/>
Glocal Pharma  International Brands and the Imagination of Local Masculinity 

 - Oxford  Taylor & Francis  2016 
 - 1 electronic resource (134 p.) 
 - Global Connections .
<br/><br/> Open Access 
<br/><br/> 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 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. Engaging with debates about pharmaceuticalization, the authors consider the ways in which new identities are created around drugs, the redefinition of health problems as sites of pharmaceutical treatment and changes in practices of governance to reflect the entrance of pharmaceuticals to the market. With attention to ‘local’ contexts, it reveals elements in the nexus of pharmaceutcalization that are receptive to cultural elements as new products become embedded in local markets. An empirically informed study of the the ways in which the presence of a drug can alter the concept of a disease and its treatment, understandings of who suffers from it and how to cure it - both locally and internationally - this book will appeal to scholars of sociology and science and technology studies with interests in globalization, pharmaceuticals, gender and the sociology of medicine. 
<br/><br/><br/>Creative Commons 
<br/><br/><br/>English 
<br/><br/><label>ISBN: </label>9781315585185 9781317126799 9780367596583 9781317126775 9781317126782 9781472481634 9781315585185 
<br/><br/><label>Standard No.: </label>10.4324/9781315585185  doi 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Sociology<br/>Anthropology<br/>Medical sociology<br/>Gender studies, gender groups<br/>Health, illness and addiction: social aspects
<br/><br/><label>Subjects--Index Terms: </label>swedish health care system erectile dysfunction pharmaceutical benefits scheme lifestyle Pharmaceutical Benefits Board Young Men Small Success Rate Pharmaceutical Benefits Agency Health Technology Assessment HTA DTC Male Pattern Baldness Pharmaceutical Benefits Swedish Health Care System Pharmaceutical Benefits Scheme Clinical Practice ED Erectile Dysfunction Severe Erectile Dysfunction Pharmaceutical Solution BPH Patient Viagra Solution Erectile Functioning Enlarged Prostate