By Meika Loe
When you consider that its creation in 1998, Viagra has introduced a brand new form of sexual revolution. fast changing into the most wanted medicinal drugs in heritage, the little blue capsule created a sea switch in the pharmaceutical industry--from how medications will be advertised to the categories of substances positioned into development--as good because the tradition at huge. Impotency is not any longer an embarrassing male mystery; now it's referred to as "erectile dysfunction," and is just whatever to "ask your doctor" approximately. And over sixteen million males have.
The upward thrust of Viagra is the 1st ebook to element the historical past and the tremendous social implications of the Viagra phenomenon. Meika Loe argues that Viagra has replaced what qualifies as common intercourse in the United States. within the quick-fix, pill-for-everything tradition that Viagra helped to create, erections can now be had by means of popping a tablet, making intercourse on call for, despite age or disease, and, almost certainly, for the remainder of one's life.
Drawing on interviews with males who take the drug, their other halves, medical professionals and pharmacists in addition to scientists and researchers within the box, this interesting account offers an intimate historical past of the drug's impact on the USA. Loe additionally examines the search for the feminine Viagra, the influence of the drug worldwide, the advent of recent erection medications, like Levitra and Cialis, and the speedy development of the multi-billion greenback pharmaceutical industry.
This wide-ranging e-book explains how this clinical step forward and cultural phenomenon have perpetually replaced the that means of intercourse in the United States.
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Additional info for The Rise of Viagra: How the Little Blue Pill Changed Sex in America
Sample text
Virtually overnight psychogenic conditions were downgraded to contributing factors, if they were recognized at all. 48 40 THE RISE OF ERECTILE DYSFUNCTION This change in “ownership” of sexual problems was confirmed in my recent conversations with urologists, who sometimes turned our discussions about Viagra into celebratory sessions heralding a new science of sex and new understandings within their discipline about the biochemistry of the penis. In these discussions, I found that practitioners juxtaposed the era of psychological treatment of impotence with the “new” advanced medical understanding of sex.
As so often is the case in medicine, sildenafil’s effect on impotence was discovered quite by accident. Researchers . . were testing the drug for the treatment of chest pains. Study participants said it did not do anything for their heart muscle, but did seem to add an extra zip to their sex life. Pfizer researchers quickly took a crash course in something they had never addressed scientifically. . 54 Playboy’s 1997 product announcement framed the story slightly differently: Researchers at Pfizer’s labs were intrigued when a drug they were testing to combat Angina .
We are practically from separate planets, Venus and Mars. The role of pharmaceutical companies in perpetuating “normal” gender identities and, in turn, power asymmetries becomes especially problematic when tens of millions of Americans are literally “buying into” such products and messages, netting their creators billions of dollars annually. Why Study Viagra? Following Viagra’s debut, I watched different groups emerge with varying stakes in the drug. The fact that one product and its related marketing campaigns, jokes, and stories touched so many lives intrigued me.