Intimate tablets
Digital advocacy and post-feminist pharmaceuticals
Bibliographic Data
| ID | 12689181 |
|---|---|
| Authors | Jacinthe Flore (0000-0002-3136-9236, RMIT University, corresponding author) |
| Year | 2017 |
| Volume | 19 |
| Issue | 1 |
| Pages | 3-18 |
| Publication date | 2017-11-02 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Feminist Media Studies (JOURNAL) |
| Journal identifiers | ISSN: 1468-0777 • E-ISSN: 1471-5902 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/14680777.2017.1393834 |
| OpenAlex | W2766816171 |
| Language | EN |
| Citations received | 3 |
| References cited | 34 |
Since the enormous commercial success of Viagra, launched by Pfizer in 1998, large pharmaceutical conglomerates have sought to produce an analogous drug for women with low sexual desire. On August 18 2015, Sprout Pharmaceuticals obtained approval from the Food and Drugs Administration (FDA) for flibanserin, now marketed as Addyi. In the lead-up to the approval of Addyi, campaigns supporting the production of the drug were deployed through an extensive use of social and digital media platforms including Facebook and Twitter, which mobilised discourses of post-feminism to reconfigure narratives of intimacy to lobby the FDA. The lobbying for the approval of the tablet represents a unique instance of consumers reproducing discourses of medicalisation in order to demand gender equality. It strategically combines feminist rhetoric and digital media platforms to disseminate and coordinate such demands. The rhetoric of post-feminism constitutes both a reproduction of discourses of medicalisation and a challenge to medical orthodoxy. The success of the campaigns exemplifies a turn in the pharmaceutical industry where potential consumers are also producers of medical products, no longer passive but active agents in the commodification of pharmaceutical intimacy and the management of sexual desire
Advertising · Business · Commodification · Economics · Feminism · Narrative · Pharmaceutical industry · Political science · Public relations · Rhetoric · Social media · Sociology · Gender Studies · Gender, Feminism, and Media · Law · LGBTQ Health, Identity, and Policy · Medicine · Sexuality, Behavior, and Technology · Pharmacology
Advertising as Communication
Postfeminist Digital Cultures
The making of a disease
Sexual Dysfunction in the United States
Spicing It Up
Mediated intimacy and postfeminism
New Femininities
Reading Ads Socially
Edgework
The problem of sexual imbalance and techniques of the self in the Diagnostic and Statistical Manual of Mental Disorders
The ‘Pinking’ of Viagra Culture
Mediated intimacies
Pills, Periods, and Postfeminism
Postfeminist media culture
Disability activism in the new media ecology
What's in a Disorder
Oxford dictionary of journalism
Post‐feminism and popular culture
Interrogating Postfeminism
Post-postfeminism
Framing disease
Media activism and Internet use by people with HIV/Aids
Young Women and Consumer Culture
Illnesses you have to fight to get
| Unique citing works | 3 |
|---|---|
| Citations per year | 0,38 |
| Citation span | 2018 - 2023 (6) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 3 |