In postmodern culture, sperm banking is turned into a legitimate business. This article expands on consumer theory and feminist scholarship and analyses the ways in which masculinity is positioned and performed on the website of one of the world's largest sperm banks, Cryos International. Cryos International brands its product as uniquely Scandinavian while simultaneously engaging in the discourses of a multicultural society. Viking donors are not only white, athletic, fit and young, but also sensitive, witty and moral; intimately connecting images of the donors to images of a nurturing and progressive Scandinavia. The website encourages prospective parents to not only consume sperm, but to also vividly consume images of cute, active, intelligent Nordic children and successful (heterosexual) families.
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