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This chapter explores the interaction between different kinds of knowledge and representations in the making of the ‘fleshed’ female reproductive body in an Indian city. In particular, it analyzes how women perceive contraception and how the reproductive governance helped to produce the female sterilization as the most widely used contraceptive method in India. The study is based on the case of the city of Bhuj, in the state of Gujarat (India), where three anthropological fieldworks (15 months) were conducted. Modern contraceptive methods are based on a biomedical representation of the body, drawn from Western categories of knowledge and experience, whereas women live the ‘fleshed’ reproductive body through local categories of substance and fluids. How is this knowledge mobilized and affected in relation to reproductive technologies and the government of reproduction? This question is addressed through the analysis of women's embodied experiences of contraception. The narratives collected show a resistance to biomedicine, considered to be a model that alters the female body and its reproductive capacity. Nevertheless, even when sterilization was considered to be a deliberate act of tampering with the functioning of their bodies, women displayed a pragmatic agency in choosing this method. The experiences of respondents reflected complex negotiations between bodily suffering, socio-economic structures and the microphysics of power surrounding them, rather than a unilateral submission to medical authority and reproductive governance.

This paper aims to provide a theoretical analysis of contemporary brand communication for technology products, focused on how the human body functions as a metaphorical and communicative device, to shed insight into how technological brands make their products understandable, tangible, and attractive in interesting ways.

An interdisciplinary conceptual review and analysis focuses on issues of metaphor and the body in marketing research and social theory. This analysis is discussed and applied to the communication of technological brands.

The paper argues that to successfully communicate technological brands requires interdisciplinary insights in order to understand consumption contexts. It proposes an analytic framework for practice and research focused on visual communication for technology brands and products, and demonstrates how advertising both creates and contributes to culture.

Researchers need to understand that a sole focus on the advertising system needs to be supplemented by an understanding of how the symbol of the body in technology advertisements is reflective and productive of meaning in socio‐cultural discourse.

Brand researchers need to add to the prevailing advertising as persuasion model to encompass representation and culture in brand communications. The paper contributes to understanding how basic visual forms, such as the human body, are employed in technology product marketing. It challenges marketers and researchers to broaden their conception of branding and marketing communications to one more consistent with an image economy.

‘What is the meaning of the process of body quantification?’ – This is the central question of this chapter. With it, the author intends to question and analyse the way the body relates to new technologies and new technical procedures, and how these depend on the body itself to constitute themselves as mediating cultural forms. To make this enquiry feasible, the author shall critically examine the status of ‘object’ to which the body has been relegated by the myths of quantification, notably those concerning the universal symbolic character of numbers and measurement techniques. If the body is considered as a mere ‘quantified object’, then it is unlikely to be distinguished from other objects subjected to the same process. Consequently, it will easily tend to support the imaginary of technological determinism that prevails in our societies. Health trackers for personal use are, today, a good example of how the body is a fundamental element of such imaginary, since the feeling of control that they nurture in their users is also connected with the possibility of sharing information about the body itself. Given all these factors, the author intends to argue that, instead of being a simple quantified object, the body is, for new quantification technologies (namely those related to self-care), a ‘medium of the media’, insofar as it reinforces the effects of technological mediation processes, and potentialises the increased digital convergence of media. Recognising this means, finally, that the imaginary of quantification and associated techno-myths are also stimulated and reproduced by an extra-discursive somatic level inherent in the empirical use we make of technological devices.

This paper aims to use embodied theory to analyze consumer experience in a retail brandscape, Hollister Co. By taking a holistic, embodied approach, this study reveals how individual consumers interact with such retail environments in corporeal, instinctive and sensual ways.

The primary source of data was 97 subjective personal introspective accounts undertaken with the target age group for the store. These were supplemented with in-depth interviews with consumers, managers and employees of Hollister.

The authors offer a conceptualization of consumers’ embodied experience, which they term The Immersive Somascape Experience. This identifies four key touch points that evoke the Hollister store experience – each of which reveals how the body is affected by particular relational and material specificities. These are sensory activation, brand materialities, corporeal relationality and (dis)orientation. These may lead to consumer emplacement.

The authors propose that taking an “intelligible embodiment” approach to consumer experiences in retail contexts provides a deeper, more holistic understanding of the embodied processes involved. They also suggest that more anthropological, body-grounded studies are needed for the unique insights they provide. Finally, they note that there is growing consumer demand for experiences, which, they argue, points to the need for more research from an embodied experience perspective in our field.

The study reveals the perils and pitfalls of adopting a sensory marketing perspective. It also offers insights into how the body leads in retail brandscapes, addressing a lack in such approaches in the current retailing literature and suggesting that embodied, experiential aspects of branding are increasingly pertinent in retailing in light of the continued growth of on-line shopping.

Overall, the study shows how an embodied approach challenges the dominance of mind and representation over body and materiality, suggesting an “intelligible embodiment” lens offers unique insights into consumers’ embodied experiences in retail environments.

Looks at the unique way Germany’s trade unions work, by the use of workers’ participation with elected representatives, which uses works councils in conjunction with management. Briefly sketches the structure and function of these very different and apposite ends of the spectrum.

The purpose of this paper is to present two models of human cognition. The first narrow model concentrates on the mind as an information-processing apparatus, and interactions with information as altering thought structures and filling gaps in knowledge. A second model incorporates elements of unconsciousness, embodiment and affect. The selection of one model over the other, often done tacitly, has consequences for subsequent models of information seeking and use.

A close reading of embodied engagements with pornography guided by existential phenomenology.

The paper develops a phenomenology of information seeking, centered primarily around the work of Merleau-Ponty, to justify a more expansive concept of cognition. The authors demonstrate the roles of affect and embodiment in document assessment and use, with a prolonged example in the realm of browsing pornography.

Models of information seeking and use need to account for diverse kinds of human-document interaction, to include documents such as music, film and comics that engage the emotions or are perceived through a broader band of sensory experience to include visual and auditory components. The authors consider how those human-document engagements form virtual communities based on the similarity of their members’ affective and embodied responses, which in turn inform the arrangements, through algorithms, of the relations of documents to each other. Less instrumental forms of information seeking and use – ones that incorporate elements of embodiment and affect – are characterized as esthetic experiences, following the definition of the esthetic provided by Dewey. Ultimately the authors consider, given the ubiquity of information seeking and its rhythm in everyday life, whether we can meaningfully characterize information seeking as a distinct human process.

This paper examines the social and ideological significance of selfies as a manifestation of networked culture and individualism. The aim is to illustrate the meaning and affordances of selfies by investigating their potential for (post)feminist empowerment.

The analysis entails an exploration of the form, content, and context of (post)feminist selfies. This includes a review of popular expressions of selfie-empowerment as well as an in-depth ideological analysis of several revealing case studies.

As a result, this paper identifies a (dis)empowerment paradox marked by a divide between material and affective conceptions of empowerment. According to this paradox, self(ie)-expressions may feel empowering to the individual(s) controlling the camera while concurrently conforming to hegemonic norms – a trend which is particularly pertinent to many networked selfies shared via social media. Accordingly, the paper concludes by critiquing the discourse of selfie-empowerment and considering the significance of cultural context in shaping meaning and ideology.

By addressing these implications in light of broader shifts toward networked individualism and post-feminism, this paper critically examines the ideological significance of selfies and demonstrates a need to reconsider what sociological perspectives can contribute to the study of selfies within the context of networked cultures.

The quality of graphics on modern workstations has improved to the stage where photographic image standards are possible. The difficulty now is that to use such equipment effectively, a designer has to create a complex image without the burden of excessive data input. Describes a system which meets this challenge by allowing the designer to enter and modify the complex edges and surfaces comprising the garment. Advantage is taken of the closed nature of the design problem whereby design takes place with respect to an underlying body form. The form is first represented as a shaded image. The designer can then move around the body form inserting style lines where desired, while making a visual assessment of shape and position. Further software tools allow the lines to be edited and the interpolating surfaces between the lines to be added. As the entities created are specified mathematically in 3D space, the required pattern shapes can be derived. To add visual realism to the images, fabric textures can be rendered onto the garment pieces while rotate and zoom facilities allow viewing from any angle and relative distance.

In order to succeed in an action under the Equal Pay Act 1970, should the woman and the man be employed by the same employer on like work at the same time or would the woman still be covered by the Act if she were employed on like work in succession to the man? This is the question which had to be solved in Macarthys Ltd v. Smith. Unfortunately it was not. Their Lordships interpreted the relevant section in different ways and since Article 119 of the Treaty of Rome was also subject to different interpretations, the case has been referred to the European Court of Justice.