Masculinities and Discourses of Men's Health
Masculinities and Discourses of Men's Health
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男子气概和男性健康论述
DOI：
10.1007/978-3-031-38407-3_13
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发表时间：
2023
期刊：
影响因子：
--
通讯作者：
Putland E
中科院分区：
文献类型：
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作者：
Putland E
男人的健康是大生意。例如，在撰写本文时，全球勃起功能障碍药物市场估计价值23亿美元（Grand View Research，2021），而男性脱发预防和治疗产品市场约为三倍（Marketwatch，2022）。在这一章中，我们探讨的话语，构成了英国（UK）的男性健康产品的领先小贩之一的网站：努曼。作为在线服务提供商，Numan的网站有效地执行了销售点广告的功能。网站用户不仅可以通过其网站购买Numan的产品，而且该网站还补充了Numan的电视和其他在线营销活动，以告知其受众，主要是男性，其产品包括脱发和勃起功能障碍的治疗，维生素补充剂和健康测试。在多模态批评话语分析方法的指导下，在这一章中，我们将探讨努曼如何话语代表自己，它的病人，消费者，他们的健康，以及它的产品，这当然是作为男性健康问题的解决方案。正如我们的分析所显示的那样，这种表征借鉴并传播了围绕男性气质，健康，老龄化和新自由主义的特定话语，所有这些都合谋将男性身体和经验的各个方面医学化（并反过来，药物化），最终提供了一个特定版本的“健康男人”是什么。
Men’s health is big business. For example, at the time of writing, the global erectile dysfunction drugs market is estimated to be worth 2.3 billion US Dollars (Grand View Research, 2021), while the men’s hair loss prevention and treatment product market is around three times bigger (Marketwatch, 2022). In this chapter, we explore the discourses that constitute the website of one of the United Kingdom’s (UK) leading peddlers of men’s health products: Numan. As an online service provider, Numan’s website effectively performs the function of point-of-sale advertising. Not only can website users purchase Numan’s products through its website, but the site also complements Numan’s television and other online marketing campaigns to inform its audience, mainly men, about its products, which include treatments for hair loss and erectile dysfunction, vitamin supplements, and health tests. Guided by a multimodal approach to Critical Discourse Analysis, in this chapter we explore how Numan discursively represents itself, its patient-consumers, their health, and its products, which are of course put forward as solutions to men’s health concerns. As our analysis will show, such representations draw upon and propagate particular discourses around masculinity, health, ageing and neoliberalism, all of which conspire to medicalise (and, in turn, pharmaceuticalise) aspects of men’s bodies and experiences, ultimately offering a particular version of what a ‘healthy man’ is.