ABSTRACT
This chapter examines how men, their doctors and their partners are enrolled by the Pfizer-sponsored website for potential Swedish Viagra customers. The global and the local become relevant in the chapter when the empirical material is read against the framework of regulations regarding DTC marketing of pharmaceuticals. It details the challenge of encouraging men to buy Viagra has been met on the website in part by enrolling men, their doctors and their partners in the ways. In analyzing the text and images on this site, one have been inspired by the critical studies of Viagra mentioned earlier in the chapter as well as Foucault's idea of an economy of discourses about sexuality. In Sweden, Viagra has been available by prescription since its approval in 1998, but, like the similar drugs Cialis and Levitra, it is not covered by the national subsidy programme for medicines.
