Since the FDA approved Viagra in March 1998, the "little blue pill" has been prescribed to over twenty million men. The Viagra Ad Venture: Masculinity, Media, and the Performance of Sexual Health chronicles the story of Viagra as reported in our nation's news outlets and promoted by Pfizer Pharmaceutical's marketing materials. In this critical discourse analysis, author Jay Baglia uses feminist and performance theory to uncover the meaning of Viagra and its relationship to performances of masculinity. At stake are the ways in which we construct normalcy, particularly as it relates to health, sexuality, gender, and the body. This book fits well in a variety of classes including gender studies, media studies, research methods, feminist theory, human sexuality, and health communication.
Jay Baglia, PhD (University of South Florida, 2003) is an assistant professor in the Department of Speech Communication and Theatre at Kutztown University, Kutztown, PA. He teaches courses in Health Communication, Performance Theory, Communication and Gender, Body Politics, Nonverbal Communication, and Health Campaigns.
His 2005 book, THE VIAGRA AD VENTURE: MASCULINITY, MEDIA, and the PERFORMANCE of SEXUAL HEALTH, was the winner of the Organization for the Study of Communication, Language, and Gender (OSCLG) Book of the Year Award in 2006.
Jay conducts workshops in critical thinking, intercultural communication, and teacher training in the medical education field.
He is currently co-authoring a textbook POPULAR MEDIA and HEALTH COMMUNICATION with Kim Kline, PhD
He lives in Allentown, PA with his partner, end-of-life and interpersonal communication scholar Elissa Foster, PhD.
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