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A Medicated EmpireThe Pharmaceutical Industry and Modern Japan$
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Timothy M. Yang

Print publication date: 2021

Print ISBN-13: 9781501756245

Published to Cornell Scholarship Online: January 2022

DOI: 10.7591/cornell/9781501756245.001.0001

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Medicinal Infrastructures and Medical Missionaries

Medicinal Infrastructures and Medical Missionaries

Chapter:
(p.105) 4 Medicinal Infrastructures and Medical Missionaries
Source:
A Medicated Empire
Author(s):

Timothy M. Yang

Publisher:
Cornell University Press
DOI:10.7591/cornell/9781501756245.003.0005

This chapter analyzes how Hoshi Pharmaceuticals created spaces for medicinal consumption through its franchise distribution network and how it attempted to mold individual retailers into on-the-ground proselytizers of modern medicine. It elaborates on the discussion of patent medicine as consumer commodities and as vectors of a purportedly civilizing and democratic culture of self-medication. In the early twentieth century, drugstores were not simply places to buy medicines — they were contact zones for a variety of globally circulating goods and ideas. The chapter then investigates how companies like Hoshi helped lay the groundwork for a medicinal culture of self-care through an infrastructure of retailers. Hoshi Pharmaceuticals prized loyalty above all else, but this did not guarantee that its retailers would dutifully impart the company's prescribed messages.

Keywords:   medicinal consumption, franchise distribution network, retailers, modern medicine, patent medicine, self-medication, drugstores, Hoshi Pharmaceuticals

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