PharmAD-ventures: A Feminist Analysis of the Pharmacological Imaginary of Alzheimer’s Disease

Body and Society 15 (4):95-117 (2009)
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Abstract

Alzheimer’s disease may be situated within a cultural landscape produced, in part, by demographics and the marketing strategies of an aggressive biopharmaceutical industry. The simultaneously corporeal and visual domain of advertisements for anti-AD drugs generates dynamic images of gender and embodiment, and it also lends itself to feminist interventions engaging with the images and ideas circulating around aging, medicine and the body. In this article, we investigate advertisements targeting medical practitioners treating patients with AD. Working within a methodological framework we identify as ‘feminist visual studies of technoscience’, we want to propel the discussion in the direction of a broader corpus of medical media. Through this limited exercise, we hope to make a scholarly contribution to the feminist community by critiquing some of the images emerging within popular/scientific media with regard to Alzheimer’s, a disease collectively imagined within an aging Western population.

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Cecilia Åsberg
Linkoping University