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KMID : 0904520200530010129
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Health and Medical Sociology
2020 Volume.53 No. 1 p.129 ~ p.157
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Medicalization of Sexuality on Clinic Websites : Focused on the Promotion of Genital Cosmetic Surgery
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Kim Jung-Sun
Kim Min-Gyeong
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Abstract
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Since the revision of Korean Medical Law, online medical advertisements have continued to increase. This paper examines the medicalization of sex and gender stereotypes embedded in such advertisements, focusing on female/male genital cosmetic surgery. Fourteen clinic websites that actively advertise these surgeries were selected for critical discourse and qualitative content analysis from feminist perspective. The first part of this paper looked at the medicalization of sexuality through genital cosmetic procedures in general. The second part examines the gender differences in that medicalization through the advertisements: hymen reconstruction regarding the ideology of virginity, penile enlargement with phallocentrism. Considering advertisements may reflect and perpetuate what society desires, this paper concluded with a few suggestions on medical advertisements system.
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KEYWORD
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Sexuality, Medicalization, Genital Cosmetic Surgery, Medical Advertisement, Critical Disclosure Analysis
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Listed journal information
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