Normal or normative? Italian medical experts' discourses on sexual ageing in the Viagra era.

The advent of Viagra and its competitors has triggered a proliferation of discourses on male sexual lifestyles and life courses and endorsed their adjustment through medical treatments and pharmaceutical devices. This chapter explores how Italian general practitioners position themselves within this scenario, showing how GPs, while accounting for their male patients’ sexual health problems, tackle the process of sexual ageing. In their narratives, GPs embody, convey, and sometimes question the socially available representations and cultural norms defining what sexual ageing is or should be.