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.

• About the AuthorsAcknowledgements1. Introduction: Glocal PharmaceuticalizationPart I Changes in Forms of Governance2. Governing by Drugs: Conniving Patients, Beguiled Doctors and Disciplining Drugs3. ‘A Few Good Men’ are Not Enough: Upsetting General Categories with Specific Knowledge When Making Reimbursement DecisionsPart II Changes in the Medical Discourse4. The Swedish Medical Discourse: Impotence, Erectile Dysfunction and Viagra in Läkartidningen5. Alpha-Blockers and a Weaker Pharmaceutical Influence on Medical DiscoursePart III Techno-Social Relationships and Identities6. Enrolling Men, their Doctors, and Patients: Individual and Collective Responses to Erectile Dysfunction7. Viagra Selfhood: Pharmaceutical Advertising and the Visual Formations of Swedish Masculinity8. Conclusions: Glocal Pharma and the Swedish Viagra ManReferencesIndex

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.

• About the AuthorsAcknowledgements1. Introduction: Glocal PharmaceuticalizationPart I Changes in Forms of Governance2. Governing by Drugs: Conniving Patients, Beguiled Doctors and Disciplining Drugs3. ‘A Few Good Men’ are Not Enough: Upsetting General Categories with Specific Knowledge When Making Reimbursement DecisionsPart II Changes in the Medical Discourse4. The Swedish Medical Discourse: Impotence, Erectile Dysfunction and Viagra in Läkartidningen5. Alpha-Blockers and a Weaker Pharmaceutical Influence on Medical DiscoursePart III Techno-Social Relationships and Identities6. Enrolling Men, their Doctors, and Patients: Individual and Collective Responses to Erectile Dysfunction7. Viagra Selfhood: Pharmaceutical Advertising and the Visual Formations of Swedish Masculinity8. Conclusions: Glocal Pharma and the Swedish Viagra ManReferencesIndex

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.

• About the AuthorsAcknowledgements1. Introduction: Glocal PharmaceuticalizationPart I Changes in Forms of Governance2. Governing by Drugs: Conniving Patients, Beguiled Doctors and Disciplining Drugs3. ‘A Few Good Men’ are Not Enough: Upsetting General Categories with Specific Knowledge When Making Reimbursement DecisionsPart II Changes in the Medical Discourse4. The Swedish Medical Discourse: Impotence, Erectile Dysfunction and Viagra in Läkartidningen5. Alpha-Blockers and a Weaker Pharmaceutical Influence on Medical DiscoursePart III Techno-Social Relationships and Identities6. Enrolling Men, their Doctors, and Patients: Individual and Collective Responses to Erectile Dysfunction7. Viagra Selfhood: Pharmaceutical Advertising and the Visual Formations of Swedish Masculinity8. Conclusions: Glocal Pharma and the Swedish Viagra ManReferencesIndex