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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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