‘Pack a more powerful punch’ and ‘lay the pipe’: erectile enhancement discourse as a body project for masculinity

Abstract

In this article, we analyze erectile enhancement as a postmodern body project that (re)codes hegemonic masculinity through new means. Erectile enhancement Internet ads create a text of masculinity through constructing a crisis of masculinity and selling the solution. The crisis is loss of power, control and the ability to dominate; the solution is a larger and more powerful penis that will give men back their sense of manhood. Although the erectile enhancement discourse suggests new ways of constructing masculinity – through consumption and an elevated importance of the body in gender identity – the ads reassert hegemonic ideals, i.e. the othering of and domination over women and phallocentrism.

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