Viagra phenomenon has emerged as an issue requiring serious research for the sake of society and human psychology. This phenomenon has caused a change in modern men's and women's outlook regarding life. For the first time, men and women are talking openly about sexual life and its problems and seeking an answer. At the same time, sociologists and the medical world are emphasizing on the necessity of analysis and study of human sexual behavior. Sex was never so hyped until Viagra came into the human life.

Earlier in 1948, Alfred Kinsey, an IU professor published the first revolutionary analysis of human sexual behavior and shocked the world. The report was well-known as Kinsey Report, and the title of the report was 'Sexual Behavior in the Human Male'. This report was followed by another banging comeback with the second report 'Sexual Behavior in the Human Female' in 1953. This time Kinsey appeared on the front cover of Time and found himself as a familiar household name. Kinsey report is still an issue among baby boomers and older generation.

Six years ago, AARP magazine was the first one to take on a nationwide sex study focusing on Americans from midlife to old age which was for the most part overlooked in Kinsey reports and in the work of Masters and Johnson in the late 1960s and the '70s.

The change...
Changes were found in many spheres.

• The percentage of men trying potency-enhancing medications has doubled since 1999.
• Older women were welcoming their partner's newfound sexual enthusiasm.
• Baby boomers do not hold extramarital affairs in roughly the same proportion as do members of the older generation,
• And baby boomers also agree with their own parents that today's popular culture puts too much emphasis on sex.

Phenomenal quests

The Kinsey Institute and other experts in this field agree on certain points that Viagra phenomenon has brought a few questions in the spot light.

1. For the first time it was understood that men and women have different sexual needs.
2. The central role of the penile erection in the sexuality of men has been strengthened. Millions of men, throughout the world, have grabbed the opportunity to enhance their erectile response.
3. The Viagra phenomenon as initialized a question, 'what about a drug for women?'
4. The so called Viagra phenomenon has taken the modern world by storms, spanning the public domains. With the sudden surge of Viagra, lots of public attentions have been devoted to many relationship and sexual issues that were earlier considered taboo. In fact hundreds of thousands of women have made use of the editorial and column spaces in lifestyle magazines and newspapers to bring strong topics like sexual pleasure, marital obligation, social inequality, and male-dominated medicine for matters of public discourse and dialogue.
5. Viagra phenomenon has also questioned the medical research priorities, constructions of manhood in society, and gender and social expectations.
6. Sociologists are also concerned about the importance of sex in life. The recreational use of Viagra by the young generation is an evidence of how important a role is played by sex in modern human life. Again, singles, widowers and older generation are seeking sexual partners without marital bonding.

The revolutionary drug Viagra has occupied a permanent place in the modern pill popping generation. The little blue pill helped the human rise many basic questions on gender biasness, relationship and sexuality. The Viagra phenomenon is closely associated with other serious social phenomena which have been ignored or avoided till now.