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This article draws on work on the pharmaceutical copy, extending the analysis to differentiating between forms of administration for contraceptive medicines as well as between brand\u2010name drugs, generics, and <jats:roman>similares<\/jats:roman>, as they are known in Brazil. It explores how Brazilian prescribers and users\u2014within the divergent structural constraints afforded by private and public health\u2014apprehend and negotiate distinctions between the drugs available to them. This ethnographic account of hormone use reveals new fault lines through which the <jats:roman>pharmakon<\/jats:roman> exerts its influence. The attention that industry places on pharmacodynamics as it produces new products from similar compounds suggests that pharmaceutical effects are at once symbolic and real. The article concludes with a reflection on the future of the generic form in a field increasingly crowded by branded copies.<\/jats:p>","DOI":"10.1111\/maq.12123","type":"journal-article","created":{"date-parts":[[2014,7,21]],"date-time":"2014-07-21T10:04:48Z","timestamp":1405937088000},"page":"537-555","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":22,"title":["\u201cThe Same Thing in a Different Box\u201d: Similarity and Difference in Pharmaceutical Sex Hormone Consumption and Marketing"],"prefix":"10.1111","volume":"28","author":[{"given":"Emilia","family":"Sanabria","sequence":"first","affiliation":[{"name":"Ecole normale sup\u00e9rieure de Lyon Laboratoire Triangle &amp; INSERM  France"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2014,7,21]]},"reference":[{"key":"e_1_2_9_2_1","doi-asserted-by":"publisher","DOI":"10.3917\/sss.273.0077"},{"key":"e_1_2_9_3_1","doi-asserted-by":"publisher","DOI":"10.1215\/9780822382492"},{"key":"e_1_2_9_4_1","volume-title":"Novas technologias reprodutivas: Limites da biologia ou biologia sem limites","author":"Corr\u00eaa M.","year":"2001"},{"key":"e_1_2_9_5_1","doi-asserted-by":"publisher","DOI":"10.1126\/science.7403868"},{"key":"e_1_2_9_6_1","first-page":"171","volume-title":"Global Pharmaceuticals: Ethics, Markets, Practices","author":"Das V.","year":"2006"},{"key":"e_1_2_9_7_1","doi-asserted-by":"publisher","DOI":"10.1177\/030631200030002002"},{"key":"e_1_2_9_8_1","unstructured":"EMS Sigma Pharma2013Sigma em a\u00e7\u00e3o. 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