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Maria Gurevich, PhD, is Professor in Psychology at Ryerson University and Director of the SHiFT lab. She joined Ryerson’s Psychology Department in 2001, following a Clinical/Research Fellowship in Psychosocial Oncology (Princess Margaret Hospital, 1999-2001), and a postdoctoral Research Fellowship in Health Psychology at Mount Saint Vincent University (1996-1998). Named the 2016/2017 Ryerson Fellow at Massey College, her current research examines the role of sexual technologies in reconfiguring sexual meanings, messages, and mandates with specific attention to norms about desire, agency, relationship negotiation, and performance enhancement. Adopting feminist poststructuralist, queer, psychoanalytic, and affect approaches, she is studying recreational sexual enhancement medication, pornography, and sexual expert discourses.