This article analyses performance consumptions among young people. The theme is explored along two main axes. The first concerns the social heterogeneity in this field, considered on two levels: the different purposes for those investments – cognitive/mental and physical performance; and the different social contexts – university and work – where performance practices and dispositions may be fostered. The second axis explores the roles of pharmacological and natural consumptions, and their interrelationship, in the dissemination of these practices. The empirical data for this analysis were drawn from an ongoing research project on performance consumptions among young people (aged 18−29 years) in Portugal, including both university students and young workers without university education. The results correspond to the stage of extensive research, for which a questionnaire was organised at a national level, using non-proportional quota sampling. On the one hand, they show that (a) there is a hierarchy of acceptance of consumptions according to their purposes, with cognitive/mental performance showing higher acceptance and (b) both pharmaceuticals and natural products are consumed for every type of performance investment. On the other, the comparison between students and workers introduces a certain heterogeneity in this general backdrop, both in terms of the purposes for their consumptions and their opting for natural or pharmacological resources. These threads of heterogeneity will prompt a discussion of the dynamics of pharmaceuticalisation within the field of performance, in particular how therapeutic cultures may be changing in terms of the way individuals relate to medications, expanding their uses in social life.

This article aims to contribute to the discussion about medication literacy, by focussing on the social contextuality of the information mobilised in the use of medicines. We aim to explore the social construction processes of medication literacy, as an essential dimension for a more layperson-centred approach in the promotion of literacy in this field. This approach is justified by the growing social and cultural dissemination of medication use, the diversification of its uses beyond health and illness, and the increasing degree of lay autonomy in managing its use. The article is organised in two main sections. In the first section, we review the social history of medication literacy, including a discussion of the social contextuality of literacy phenomena. In the second section, the analysis of social contextuality is operationalised with a focus on information, covering: (i) ways of relating to institutional information and sources of information about medication; (ii) contexts of sociability in which information is shared and validated. This analysis is empirically supported by selected results from two research projects, conducted in Portugal, on the consumption of medicines and dietary supplements for performance purposes – that is, for the management and/or improvement of cognitive, bodily or relational performance.

With an increasing range of products in global and local markets, more options are available for individuals to enhance their image and their (cognitive, social and physical) performance. These ‘performance consumptions’ relate to ideals of well‐being and improvement, and are based on constructed desires, expectations and needs that go beyond the (often blurred) dichotomy of health and illness. Drawing from mixed‐methods research in Maputo, Mozambique, this paper discusses individuals’ use of medicines and other substances – pharmaceuticals, food supplements, traditional herbs, cosmetics and energy drinks – for managing different aspects of their everyday lives. Through an overview of the main consumption practices, we explore the underlying purposes and strategies of users, and the perceived legitimacy and risks involved when using a variety of products accessible through formal and informal exchange channels. From tiredness to sexual and aesthetic management, we show how the body becomes the locus of experimentation and investment to perform in accordance with socially expected roles, individual aspirations and everyday tasks. With insights from individuals’ accounts in Maputo, we aim to add to discussions on pharmaceuticalisation of body management by showing how the emergence of new performance consumptions is articulated with the reconfiguration of more ‘traditional’ consumption practices.

This paper discusses sleep as a social phenomenon, analysing it in the older population within the frame of a growing pharmaceuticalisation of conditions associated with old age. Two analytical dimensions are privileged: one pertains to patterns of sleep in old age, showing these patterns to be socially differentiated; while another has to do with the subjective experience of sleep, particularly in terms of the social meanings attributed to sleep as well as the strategies employed to manage it. These strategies may be therapeutic or non-therapeutic, as an expression of different rationales favouring or resisting the pharmaceuticalisation of sleep. This analysis is empirically based on data from a research project on the consumption of psychopharmaceuticals among the older population, in an urban context in Portugal. The research methodology followed a mixed-methods approach: a survey was deployed to a sample of individuals aged 65 years and over (N = 414); and life history interviews were conducted with a number of respondents (N = 30) from the previous survey. Both techniques included individuals with physical and cognitive autonomy, living at home or in institutional settings. The results reveal a considerable social adherence to the use of pharmaceuticals to manage sleep problems, although consumption practices are socially differentiated in terms of gender, age and living contexts. They also reveal the use of non-therapeutic strategies, stemming from a resistance to the pharmaceuticalisation of sleep.

O uso de fármacos e produtos naturais para a gestão do desempenho pessoal, aqui designado consumos de performance, constitui o foco deste artigo e dá suporte a uma reflexão analítica sobre a mudança nas culturas terapêuticas. Tendo por referência a atual problemática dafarmacologização, bem como o lugar do natural na expansão do uso do medicamento, demonstra-se que a farmacologização do quotidiano está a emergir noutros campos, que não exclusivamente o da saúde, dando lugar a novas lógicas de relação com estes recursos. A sustentação empírica desta abordagem tem por base os resultados de um estudo nacional sobre os consumos de performance na população jovem em Portugal.

This article discusses results from a sociological study on (i) the sources and use of information on medicines and/or supplements and (ii) the self-assessment of how informed participants were about the last medicine or supplement they purchased. It seeks to demonstrate the plurality of information sources (expert and lay) that individuals call upon—with which they build up their medication literacy—and their perception of the information they have. While these social components of literacy are scarcely visible in available studies, the need to produce knowledge on them is a requisite for a more laypeople-centred approach in public policies seeking to promote medication literacy. A questionnaire was applied in-person (n = 1107) in urban pharmacies in Lisbon and Porto (Portugal). Results show expert information (medical and pharmaceutical) as the dominant reference, followed by lay sources (family/friends/colleagues), while digital sources were less valued than interpersonal ones. This interpersonal dimension was a relevant factor in the building of trust in information. The self-assessment of the information on medication was higher in functional literacy and lower in comprehensive literacy. Studies on medication literacy are particularly relevant in the current context of the expansion and diversification of medicines’ use and of individuals’ growing autonomy in their consumption habits.