Medication plays a huge role in medicalization and biomedicalization in society. I think in the terms of medicalization, medication serves to “fix” or heal an illness or disorder. People rely on medication in a medicalization sense in order to control or gain control over an illness. As seen in the “Pill Poppers” video, men take viagra to fix their erectile dysfunction. I think this is an example of medicalization. It serves to fix the issue that is at hand, which in this case is an actual illness. Biomedicalization takes “pill popping” one step further and rather than serving to fix an illness, it instead works to “improve” or enhance a current state that is not an illness. Take Rogaine for example. Men go through hair loss normally, and I don’t think a lot of people would say that it is a medical condition. These men use Rogaine not to cure an illness that they have, but to enhance their appearance and improve their hair. I think that is the problem in Western Society. Pills and medication were once sought after for health and healing purposes, but now there are pills not only to heal, but to enhance. Society has become attached to improving themselves via medication, and I don’t think that’s healthy.
This link is to an advertisement for Cialis; a medication that helps mean with erectile dysfunction. In this advertisement, it shows a couple at dinner and the narrator says “she’s everything to you, but erectile dysfunction could be a question of bloodflow.” I think this ad serves to show that erectile dysfunction is a problem with blood flow, and that it is an actual medical condition that men shouldn’t be ashamed of. I think this shows that erectile dysfunction is a common issue for middle aged to older men, and that reaching out for a drug to solve that is okay. This commercial shows the social role of a man; taking a girl out to dinner or watching a hectic wife get ready for work. I think this serves to show that erectile dysfunction shouldn’t stop a man from feeling like a normal man, and Cialis can definitely help to do that. Really the only medical information included was that Cialis also helps men with BPH and then the narrator listed all of the side affects or when men shouldn’t take this drug. This ad hits on the patient doctor interaction when it says men should ask their doctor if they are healthy enough for sex.