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Cadernos Pagu

versión impresa ISSN 0104-8333

Resumen

FARO, Livi; CHAZAN, Lilian Krakowski; ROHDEN, Fabíola  y  RUSSO, Jane. Man with Capital "M": masculinity ideals (re)constructed in pharmaceutical marketing. Cad. Pagu [online]. 2013, n.40, pp.287-321. ISSN 0104-8333.  http://dx.doi.org/10.1590/S0104-83332013000100009.

In this article we examine advertising material for erectile dysfunction drugs in order to analyse the discourses of pharmaceutical marketing. Embedded within a cycle that both contributes to, and feeds from, existing notions, advertisements directed towards doctors deploy new ideas related to nosological categories, while at the same time re-enforcing traditional gender/sexuality paradigms. Male sexuality, traditionally represented as "wild" and "unruly", is (re)normalised. The biomedicalized "new man", sexually potent, confident and stiff, is a hybrid of body and technology, found in the dissolving boundary between nature and culture.

Palabras clave : Biomedicalization; Masculinities; Gender; Sexuality; Advertising.

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