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.
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- 1 University of Amsterdam , Amsterdam , the Netherlands.
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