Magic Power: changing gender dynamics and sex-enhancement practices among youths in Makassar, Indonesia

Anthropology & Medicine
Anita Hardon, Nurul Ilmi Idrus

Abstract

This paper examines changing sexualities and gender relations as they are reflected in the use of sexual enhancement products by young women and men in the eastern Indonesian city of Makassar. To examine the relationships between the use of these products and socially sanctioned gender roles, their 'gender scripts' were studied--the assumptions embedded in the products' design and advertising. What kinds of femininity and masculinity are expressed through their use? It was found that the most popular products--'magic tissues' that promise to prolong erections and a 'neotraditional' vaginal wash that promises to cleanse, perfume, and tighten vaginas--espouse the dual purpose of promoting sexual pleasure and hygiene. While it was found that the images in advertising to reflect changing gender relations in the field site, this research also points to enduring gender scripts in Indonesian culture: men should be virile, women should be clean and attractive.

References

Sep 1, 1996·Acta Psychiatrica Scandinavica·D B Mumford
Feb 7, 2001·Sexually Transmitted Infections·B D ReedD N Wirawan
Jul 26, 2005·Social Science & Medicine·Anita Hardon
Nov 13, 2009·Social Science & Medicine·Adriane Martin HilberUNKNOWN WHO GSVP Study Group
May 21, 2013·Reproductive Health Matters·Anita HardonTakeo David Hymans

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Citations

Apr 3, 2019·BMJ : British Medical Journal·Anita HardonManjulaa Narasimhan
Jun 17, 2019·International Journal of Adolescent Medicine and Health·Dyah Anantalia WidyastariMarc Völker

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