Surprising Impact of Viagra On Love And Relationships.
by robert stalling
In 1998, Viagra was first introduced to the world,
and it is fair to say that the world has not been the same since.
The impact of this medication has been enormous, not just in the
narrow area of treating erectile dysfunction (ED) for which it
was approved, but also in the way we think of sex and sexuality,
and even in the realm of
relationships between men and women.
Millions of men in the United States have tried
Pfizer's wonder drug, sildenafil, better known as Viagra, and
there are thus millions of women who have also seen its effects
on their husbands, boyfriends, and lovers. Many other millions
of men and women wonder about whether Viagra can offer a solution
for their own sexual and emotional problems or for the problems
of their partners. We human beings are sexual animals, after all.
And unfortunately, our sex lives are not always the way we want
them to be. So it's no surprise that when sex goes sour, relationships
suffer in other ways as well.
Everyone wants to know about Viagra, and many
are interested in trying it, whether or not they think they have
an erection problem. There are always a good number of Viagra
questions, such as, "What happens when a young, healthy man
with normal sexual function takes Viagra?" Or "Can a
woman tell during sex that her partner has taken Viagra?"
Or "Is it true that Viagra increases a man's sex drive?"
Viagra quickly tapped into a set of wishful fantasies
that mirrored our culture's hunger for certainty and the quick
fix. Supported by stories that described elderly men restored
to such sexual vitality by Viagra that they abandoned their wives
in favor of younger women, a conventional wisdom arose that Viagra
was a fountain of youth, a sure cure, the real deal. Baby boomers
could now look forward to fabulous sex well into their nineties.
Men shared Viagra stories with each other at cocktail parties
or around the office water cooler.
"All we can say is 'Wow!'" says one
man, and other men listening in wonder how their lives might be
different if they also took the magic blue pill. Women too have
been targeted to confirm Viagra's ability to create satisfaction
and serenity within a relationship where frustration and friction
had once been the rule. One of the most successful early Pfizer
ads showed a series of couples happily dancing together after
Viagra apparently cured the loss of rhythm in their relationship.
Viagra jokes became a staple of comedy acts on
late-night television (Have you heard the one about the man who
swallowed Viagra, but it stuck in his throat? He wound up with
a very stiff neck!), thus ensuring its place in our cultural lexicon.
Viagra tapped into both our fantasies and our embarrassment about
sexuality in a way that no other drug had ever done. When, for
example, was the last time you heard a joke about a new cholesterol-lowering
medication?
Skillful marketing contributed to our perception
of Viagra as the pill that put the "man" in "manly."
Star professional athletes-vigorous men such as baseball's Most
Valuable Player Rafael Palmeiro of the Texas Rangers and NASCAR
driver Mark Martin-endorse the medication in widely seen advertisements.
Other kinds of athletes use Viagra as well. Hugh Hefner, the aging
head of the Playboy empire who is known for his bevy of beautiful
blondes, gives Viagra credit for maintaining his pleasure quotient.
Rumor has it that he provides bowls of Viagra tablets at his famous
parties.
Yes, the drug is enormously powerful, and it
can be a lifesaver for many men, but it has also turned a bright
spotlight on previously hidden areas of sexuality and relationships.
In particular, it forces couples to decide what is real in their
relationships and what is not. I have come to see Viagra as providing
a window into the psyche of men, and perhaps indirectly into the
psyche of women as well, since women are not immune from unduly
high expectations regarding the benefits of Viagra and its potential
to provide sexual healing.
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