Ericka Johnson, Ebba Sjögren, Cecilia Åsberg

Glocal Pharma (eBook, ePUB)

International Brands and the Imagination of Local Masculinity

• Format: ePub

Produktbeschreibung

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 empirically informed 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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 134
• Erscheinungstermin: 12. Mai 2016
• Englisch
• ISBN-13: 9781317126782
• Artikelnr.: 45095679

Autorenporträt

Ericka Johnson is Assistant Director of the Technology and Social Change Division at Linköping University, Sweden and co-editor of Technology and Medical Practice: Blood, Guts and Machines. Visit her website: www.erickajohnson.se

Cecilia Åsberg is Professor of Gender Studies at Linköping University, Sweden.

Ebba Sjögren is Associate Professor in the Department of Accounting at Stockholm School of Economics, Sweden.