Cyborg Consciouness- a Visual Culture Approach to the Technologised Body
THE CYBORG – an imaginative body that unites elements of the organic and the technical – offers a powerful prism for understanding humanness in a postmodern, technological world. By exploring how expressions of the future body are imagined and coded in marketing communications, this research uncovers the social codes that are produced therein. Using a visual culture approach, twenty-one tropes are identified through which the technological body is coded. Three of these – liminality, embodiment, and the technological gaze – are examined in greater depth in the research, drawing on primary and intertextual visual advertising material. This paper shows how technology produces liminal zones around the body.
Norah Campbell, Aidan O'Driscoll, and Mike Saren (2005) ,"Cyborg Consciouness- a Visual Culture Approach to the Technologised Body", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 344-351.
Norah Campbell, Dublin Institute of Technology Aungier St Dublin 2 Ireland
Aidan O'Driscoll, Dublin Institute of Technology Aungier St Dublin 2 Ireland
Mike Saren, University of Leicester
E - European Advances in Consumer Research Volume 7 | 2005
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