Masculinity, Male Sexual Virility, and Use of Aphrodisiacs in Ghana

Abstract

Indigenous peoples’ knowledge of and expertise in herbal remedies is not new. Although studies have emphasized use of herbal medicine in Africa, it remains unclear how gender impacts the uptake of herbal remedies as aphrodisiac-therapeutic types. Using qualitative data from urban Ghana, this article examines how cultural expectations of male sexuality in intimate heterosexual relationships influence the marketing and patronage of local aphrodisiacs, that is, herbal bitters in the West African context. Analysis reveals links with how men talk about notions of manhood and experiences of herbal bitters, including issues related to insecurities about hegemonic masculine ideals and women’s power. Although dominant masculinity has been associated with practices that allow men’s control over women, it also functions to harm men’s sexuality. Harm reduction requires behavioral modification and sexual and reproductive health and rights education program via media advocacy. A call to scale-up research, policy development, and implementation in regard to the production, advertisements, and patronage of local aphrodisiacs especially in countries in Africa where the phenomenon has risen to problematic levels is sine qua non to this approach.