How do we read Loe Meika's fantastic ethnography, "The Rise of
Viagra," 2004
ビルとボブ、二人はライバル
How do we read Loe Meika's fantastic ethnography, "The Rise of
Viagra," 2004
モニカにフェラチオされた大統領は権威を失い（まさに精根を抜かれる）、大統領選で落選した ボブ・ドールは、前立腺ガンとバイアグラの使用をカムアウトすることで、製薬ファーム宣伝の国民的英雄になる——屹立した元気さを国民に注入した！ 彼 ［ら］の国は不思議な社会なのだ。この本は、フェミニスト社会学、あるいは優れたエスノグラフィー『バイアグラ時代』をどのように読み解くのかについて解 説（開設でも！）するページである。
本書（翻訳書）の章立て
方法論に関する覚え書き
「制度的民族誌は、出発点や方向、目的が従来の民族誌と異なる。つまり、周縁部から始め、局
所文脈を形成する決定事項の偶発事象の解明を探りつつ、権力と統治の中心目指して内側へ移動していく。制度的民族誌のねらいは、特定の状況設定を組織する
社会関係の発見にある。社会関係がどのように作用するかを見極めるには、相互作用の詳細と、状況が違っていれば当然と思われるような歴史背景に注意を払う
必要がある」（ルー 2009:274）。
""Institutional ethnography" (IE) is an
approach to empirical inquiry associated with the prominent Canadian
social theorist Dorothy E. Smith.
Combining theory and method, IE emphasizes connections among the sites
and situations of everyday life, professional practice, and policy
making.I- http://faculty.maxwell.syr.edu/mdevault/Information_about_IE.htm
"Ethnography is actively situated between
powerful systems of meaning. It poses its questions at
the boundaries of civilizations, cultures, classes, races, and genders.
Ethnography decodes and recodes, telling the grounds of collective
order and diversity, inclusion and exclusion. It describes processes of
innovation and structuration, and is itself part of these processes."
James Clifford(1986:2-3) - in "Introduction: Partial truth," in
"Writing Culture," Clifford and George Marcus eds., Berkeley:
University of California Press.
メイカ自身によるアブストラクト
"Since its introduction
in 1998, Viagra has launched a new kind of sexual revolution. Quickly
becoming one of the most sought after drugs in history, the little blue
pill created a sea change within the pharmaceutical industry-from how
drugs could be marketed to the types of drugs put into development-as
well as the culture at large. Impotency is no longer an embarrassing
male secret; now it is called "erectile dysfunction," and is simply
something to "ask your doctor" about. And over 16 million men have. The
Rise of Viagra is the first book to detail the history and the vast
social implications of the Viagra phenomenon. Meika Loe argues that
Viagra has changed what qualifies as normal sex in America. In the
quick-fix, pill-for-everything culture that Viagra helped to create,
erections can now be had by popping a pill, making sex on demand,
regardless of age or infirmity, and, potentially, for the rest of one's
life. Drawing on interviews with men who take the drug, their wives,
doctors and pharmacists as well as scientists and researchers in the
field, this fascinating account provides an intimate history of the
drug's effect on America. Loe also examines the quest for the female
Viagra, the impact of the drug around the world, the introduction of
new erection drugs, like Levitra and Cialis, and the rapid growth of
the multi-billion dollar pharmaceutical industry. This wide-ranging
book explains how this medical breakthrough and cultural phenomenon
have forever changed the meaning of sex in America." https://bit.ly/2XDNZVS.
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