Alzheimer’s disease (AD) may be situated within a cultural landscape produced, in part, by demographics and the marketing strategies of an aggressive biopharmaceutical industry. The simultaneously corporeal and visual domain of advertisements for anti-AD drugs generates dynamic images of gender and embodiment, and it also lends itself to feminist interventions engaging with the images and ideas circulating around aging, medicine and the body. In this article, we investigate advertisements targeting medical practitioners treating patients with AD. Working within a methodological framework (...) we identify as ‘feminist visual studies of technoscience’, we want to propel the discussion in the direction of a broader corpus of medical media. Through this limited exercise, we hope to make a scholarly contribution to the feminist community by critiquing some of the images emerging within popular/scientific media with regard to Alzheimer’s, a disease collectively imagined within an aging Western population. (shrink)

This article contributes to discussions of methodology in gender studies by examining narrative analysis as a feminist method. Using direct-to-consumer genetic ancestry services as a case study, the author discusses the potential of narrative analysis in interrogating complex cultural phenomena. The analysis focuses on the commercial website of the UK-based genetics company Oxford Ancestors, which the author situates at the intersection of the cultural narratives of commercialization, scientific advance and personal quest. By interrogating the mutual embeddedness of these narratives, the (...) author demonstrates how narrative analysis moves across structure and context capturing the processes through which facts about gender come into being. The author suggests that this focus on the tension between the abstract and the specific in cultural phenomena is what makes narrative analysis a particularly effective tool for feminist cultural analysis. (shrink)

Alzheimer’s disease is emerging into public view in unprecedented ways. Foremost among these is the embodied form of elderly men and women appearing in commercial imagery for patient advocacy groups or pharmaceutical advertisements, but scientific imagery also seeps into the visual media cultures that surround us. The recent reconfiguration of Alzheimer’s disease is due to expanding ageing populations, an aggressive biopharmaceutical industry becoming a fast-growing material-semiotic realm that is providing powerful images of both gendered and racialized embodiment. Such a visual, (...) and yet highly material, realm is in need of feminist interventions, engaging with the images and ideas that circulate around ageing, medicine, human and non-human embodiment. From a non-representationalist and posthumanist perspective identified as feminist visual studies of technoscience, the authors seek to further the discussion in the direction of understanding the ‘scattered ontologies’ of Alzheimer’s — in laboratory practice, the realm of medical media and in commercial appeals to coherent individuality and human cognition — as gendered domains of figural reality and performative matter. (shrink)

This article brings together two concepts, ‘phantom fat’ and ‘liminal fat’, which both aim to grasp how fat in contemporary culture becomes a kind of material immateriality, corporeality in suspension. Comparing the spheres of representation and experience, we examine the challenges and usefulness of these concepts, and feminist fat studies perspectives more broadly, to feminist scholarship on the body. We ask what connects and disconnects fat corporeality and fat studies from ways of theorising other embodied differences, like gender, ‘race’, disability, (...) class and sexuality, especially when thinking through their perceived mutability or removability, and assumptions about their relevance for subjectivity. While it is important to consider corporeality and selfhood as malleable and open to change in order to mobilise oppressive normativities around gendered bodies and selves, we argue that more attention should also be paid to the persistence of corporeality and a feeling of a relatively stable self, and the potential for empowerment in not engaging with or idealising continuous transformation and becoming. Furthermore, we suggest that the concepts of phantom fat and liminal fat can help shed light on some problematic ways in which feminist studies have approached – or not approached – questions of fat corporeality in relation to the politics of health and bodily appearance. Questions of weight, when critically interrogated together with other axes of difference, highlight how experiential and subjugated knowledges, as well as critical inquiry of internal prejudices, must remain of continued key importance to feminist projects. (shrink)

This article discusses the way in which a group of contemporary cultural theorists in whose work we see a “new materialism” (a term coined by Braidotti and DeLanda) at work constitutes a philosophy of difference by traversing the dualisms that form the backbone of modernist thought. Continuing the ideas of Lyotard and Deleuze they have set themselves to a rewriting of all possible forms of emancipation that are to be found. This rewriting exercise involves a movement in thought that, in (...) the words of Bergson, can be termed “pushing dualism to an extreme.” By this movement, Deleuze has stated, “difference is pushed to the limit,” that is, using Colebrook’s words, “difference is shown differing.” The article addresses the ways in which modernity’s dualisms (structured by a negative relation between terms) are traversed, and how a new conceptualization, and ontology , of difference (structured by an affirmative relation) comes to be constituted along the way. New materialism leaves behind all prioritizations (implicitly) involved in modern dualist thinking since a difference structured by affirmation does not work with predetermined relations (e.g., between mind and body) nor does it involve a (counter-)hierarchy between terms. The article makes explicit the methodology of the current-day rise of non-dualist thought, both in terms of its non-classificatory mode of (Deleuzian) thinking and in terms of the theory of the time of thought thus effectuated (Lyotard’s notion of ‘rewriting modernity’ is not a post-modernism). Throughout the article we will engage with an example in order to demonstrate the ontology that is being practiced following this methodology: How does a new (feminist) materialism traverse the sexual dualisms that structure modernist (feminist) thinking? This example also shows how a feminist post-modernism (found in the canonical work of Butler) has remained dualist, and what makes new materialism “new.” Freed from a dualist methodology, the modernist emancipatory project comes to full fruition in new materialism. (shrink)

This article discusses the way in which a group of contemporary cultural theorists in whose work we see a “new materialism” (a term coined by Braidotti and DeLanda) at work constitutes a philosophy of difference by traversing the dualisms that form the backbone of modernist thought. Continuing the ideas of Lyotard and Deleuze they have set themselves to a rewriting of all possible forms of emancipation that are to be found. This rewriting exercise involves a movement in thought that, in (...) the words of Bergson, can be termed “pushing dualism to an extreme.” By this movement, Deleuze has stated, “difference is pushed to the limit,” that is, using Colebrook’s words, “difference is shown differing.” The article addresses the ways in which modernity’s dualisms (structured by a negative relation between terms) are traversed, and how a new conceptualization, and ontology, of difference (structured by an affirmative relation) comes to be constituted along the way. New materialism leaves behind all prioritizations (implicitly) involved in modern dualist thinking since a difference structured by affirmation does not work with predetermined relations (e.g., between mind and body) nor does it involve a (counter-)hierarchy between terms. The article makes explicit the methodology of the current-day rise of non-dualist thought, both in terms of its non-classificatory mode of (Deleuzian) thinking and in terms of the theory of the time of thought thus effectuated (Lyotard’s notion of ‘rewriting modernity’ is not a post-modernism). Throughout the article we will engage with an example in order to demonstrate the ontology that is being practiced following this methodology: How does a new (feminist) materialism traverse the sexual dualisms that structure modernist (feminist) thinking? This example also shows how a feminist post-modernism (found in the canonical work of Butler) has remained dualist, and what makes new materialism “new.” Freed from a dualist methodology, the modernist emancipatory project comes to full fruition in new materialism. (shrink)