ABSTRACT
This chapter discusses the concept of successful ageing allows the medical community to offer medical solutions to health problems traditionally associated with ageing, problems like hair loss, menopause and erectile dysfunction. As the medical community claims these areas as its domain, the problems become diseases and the solutions are often decidedly medical, in the form of surgeries, drugs and physiological treatments. Viagra has shifted the focus onto ED, and redirected attention away from other sexual difficulties, internationally and also in the Swedish medical discourse. Lundberg discusses both how pharmaceuticals have been developed to treat sexual problems, and how pharmaceuticals taken for other reasons can influence one's sex life. In 1995, pharmacological sources of, and solutions to, sexual problems were gaining acceptance within the Swedish medical community. Viagra has shifted the focus onto ED, and redirected attention away from other sexual difficulties, including early ejaculation and a lack of libido, internationally and also in the Swedish medical discourse.
