Assistant Professor of Sociology and Anthropology and Women’s Studies Meika Loe gave a book reading and signing at the Colgate Bookstore as a part of “sex week” Monday, October 18. Loe’s book, The Rise of Viagra: How the Little Blue Pill Changed Sex in America, was released October 1. “[It] treats Viagra as an opportunity to learn about how we make sense of masculinity, medicine, aging and sexuality in America,” Loe said. Viagra, “the little blue pill,” has changed sexual attitudes and sexuality in our culture. Loe’s book also discusses how the role of pharmaceutical companies and their mega-marketing techniques, including how Viagra’s promotion by sports figures has led to the popularity of Viagra as a response to male sexual problems. “The emergence of the pharmaceutical era has caused men to believe that they can take a pill and assume that the problem is solved,” Loe said. “We are in an identity moment, where postmodern identities can be aided with the help of medication now.” Though the Viagra phenomenon can be seen as positive Loe believed people need to be critical of its social ramifications. As a doctoral student at the University of California in Santa Barbara, Loe conducted research on Viagra for her dissertation. This research included attending medical meetings, “male enhancement” clinics and support groups. In addition, Loe spoke with consumers, marketers, experts and critics about Viagra and sexuality in American culture.Loe describes her research as “fascinating and illuminating, making visible some troubling social problems in our society.” “As a sociologist, I wanted to discover how ‘normal’ is constructed and defined in our society … in regards to manhood and medicine,” she said. Loe’s research eventually led to the publication of The Rise of Viagra. Despite its recent publication, Loe’s book has already received strong reviews from Booklist Magazine, Mother Jones and The Washington Post. Loe is currently conducting interviews with various media outlets regarding her book. “This marvelous book offers penetrating insights about the most psychologically potent pill in history,” author of Manhood in America Michael Kimmel said. “It is a fine piece of contemporary history,” author of The Big Fix: How the Pharmaceutical Industry Rips Off American Consumers, Katharine Greider said. “The Rise of Viagra paints a thoughtful portrait, letting the reader decide whether the Viagra phenomenon is ultimately to be celebrated or rued.” The debate over Viagra as beneficial or detrimental to American sexuality will continue to dominate society as long as the pharmaceutical companies retain their influence. On a college campus, the issue of sexuality is very relevant, and Loe talked with university students as part of her research. “[With so much emphasis in today’s society on performance and the body,] I think people would benefit from looking at layers of life beyond their bodies,” Loe said.