| Abstract: | Abstract This paper analyzes the emergence of two FDA-approved products to treat “sexual disorders”: Viagra, a drug prescribed for the treatment of erectile dysfunction, and the Eros, a device prescribed for the treatment of female sexual dysfunction. Through an analysis of advertising and promotional materials for Viagra and the Eros, we argue that these pharmaceutical devices and the discourses they circulate reinforce normative gender ideals by enacting dominant cultural narratives of masculinity, femininity, and male and female sexuality. These cultural narratives of normative gender structure sexuality in such a way that reinforces certain kinds of masculinity, femininity, and (hetero)sexuality, thereby rendering “atypical” gender and sexual expressions, desires, and appearances invisible and marginal. We argue that these constructions reify cultural ideologies about “what counts” as legitimate and appropriate sexuality and that these constructions have profound implication for social actors, sexologists, and therapists. |
