Medicating

Targeting Men

The history of so called mood-control drugs is usually strongly linked to concepts of illness very much related to females and so tranquilizers in general and drugs like Miltown, Deprol, Valium or now Prozac were often rightly criticized as anti-feminist in character and purpose. Nevertheless, both pharmaceutical industries and culture in general integrate changing gender relations into their approaches toward performance enhancing drugs.

 

Viagra, designed to remedy erectile dysfunction in senior males, made its entry into an U.S. popular culture still reluctant to discuss matters of sexuality openly, but it has become part of a booming drug market, like this TV-commercial shows.  

And maybe the most prominent Prozac user of the early 21st century is an otherwise very masculine mobster, Tony Soprano, who needs the drug (and sessions with his therapist) in order to stabilize the many angers caused by his family and his Mafia friends.