Magic Power: changing gender dynamics and sex-enhancement practices among youths in Makassar, Indonesia

Abstract

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.