Did you know that over half of men over 40 struggle with ED? (1) Not only is it something that most men struggle with at some point in their life, but ED is not something that one should be ashamed of. The medicalization of impotence “[has given] men an explanation for their problems that lessens cultural stigmatization, thereby relieving men of blame and individual failure even in the face of impotence” as explained by sociology professor Chris Wienke in “Sex the natural way: The marketing of Cialis and Levitra.” (2) Thus, impotence is no longer an individual problem that is a reflection of their failure as men, but a medical issue most men encounter at some point. Our advertisements always show faceless men, so any man, even you, can easily and without shame cast yourself in this position of being a Viagra user because most of you will be someday. The popularization of Viagra has further changed the narrative of impotence to erectile dysfunction. Sociologists Lauren Mamo and Jennifer Fishman describe that with Viagra “one need only take a pill and ‘let nature take its course’” in “Potency in All the Right Places: Viagra as a Technology of the Gendered Body.” (3) This destigmatization led to the “[biomedicalization of] ‘impotence’ turning it into ‘erectile dysfunction.” (4) Thus, Viagra is no longer a medicine used to treat a shameful disease. Rather, it just helps men act how they naturally and normally should. Continue looking to learn about Viagra. It’s almost more natural than the real thing.