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Books, Journals, New Media
January 12, 2005


JAMA. 2005;293(2):238-239. doi:10.1001/jama.293.2.238

In The Rise of Viagra: How the Little Blue Pill Changed Sex in America, sociologist Meika Loe delivers a critical analysis of the cultural and structural factors responsible for the Viagra phenomenon. But this book is about much more than pharmaceutical marketing or sexual performance. Loe intricately explores the consequences of the Viagra revolution for the way that masculinity and “normal” sexual functioning are defined. Her research methods include interviews with doctors, consumers, spouses, and marketers; participant observation of medical conferences, men’s support groups, and physician’s offices; and content analyses of advertisements and media reports.

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