Medicalization of impotence

- premises -
Medicalization describes a process by which
nonmedical problems become defined and treated as
medical problems, usually in terms of illness and
disorders (Conrad, 2007)
Disease Mongering: widens the boundaries of
treatable disease in order to expand markets for
those who sell and deliver treatment (Moynihan,
Cassels, 2005)
Key words: D.T.C. ads; lifestyle drugs;
quick-fix technological
solution
 Medicalization of impotence
- turning points -
From impotence to erectile dysfunction:
Cultural paradigm shift regarding the cause of
impotence up until the 1970s, erectile dysfunction
was deemed 90% psychogenic, or mental, and 10%
organic, or physical. Conversely, the current medical
consensus on erectile dysfunction is 10-30%
psychogenic, and 70-90% organic (Loe, 2004: 29)

1998: advent of Viagra

 VIAGRA: therapeutic and social
revolution
Quick-fix technological solution
Destigmatization and self-discipline
Self-testing: I.I.E.F.
Diagnostic expansion: from E.D. to E.Q.
Medicalization of underperformance and
biomedical enhancement
Viagra as a gendered drug
Goals and method of this research
What is the role of andrological experts in
managing the medicalization of male sexual
impotence in Italy? - focus on the advent of Viagra.

1) Analysis of the social campaign on erectile

dysfunction: No more excuses (2010)

2) 14 interviews with experts in the medical and

psychological field: 10 andrologists and 4 sexologists
NO MORE EXCUSES Campaign
In Italy D.T.C. ads are not legally allowed
E.D. framed as a very common condition,
widespread and severe
I.I.E.F. Self-test
Marginalization of the psycho-therapeutic model
Cultural sexual scripts: naturalized, virilist and
phallocentric conception of masculinity and of gender
relations
 Andrological lifestyle and
therapeutical approach
Andrological lifestyle it has the explicit aim of
expanding medicalization of the male Italian
population, in order to achieve the proper recognition
for andrologists as physicians for males, just as
gynecologists have long since gained their socially
acknowledged status of physicians for females

Etiological dichotomy organic-clinical model vs

psycho-therapeutic model goal-oriented
diagnosis vs full-package diagnosis
 Italian patient-consumers

Phallocentric masculine self-identity

Positive ageing from second (sexual) youth to
peter pan (sexual) syndrome
Quest for a mythical, ageless, virile manhood, with
the help of Viagra
Medicalization of underperformance and biomedical
human enhancement
 E.D. as a couples disease

The payback of the modern Italian couple new

and more emancipated relationships?
E.D. as a couples disease
Male impotence vs female frigidity male sexual-
drive as everlasting and unproblematic
Double standard: lover vs wife
His Viagra is for her
 Future developments
Overview of the professional-field scenario

Overview of the forthcoming developments of

oral drugs patent expiry, new therapeutical
indications, new dosage and shape of these
drugs

Overview of patients and their partners