Marenko, Betti (2010) Now I can feel myself! In: Networks of Design: Proceedings of the 2008 Annual International Conference of the Design History Society. Design History Society, Falmouth. ISBN 9781599429069
|Type of Research:||Book Section|
This paper addresses the visual discourse of psychopharmaceuticals, such as Prozac, in order to investigate the network of relationships of affects, advertising, design and the production of new identity practices.
As psychopharmaceuticals enter the public sphere through television and print advertisements, as well as first person narratives increasingly promoted in the media, the cultural discourse surrounding their use and the identity of the users are also changing. Drawing from a Spinozist notion of affect, ‘the trace of one body upon another’, as well as from a semiotic analysis of advertisements, I intend to examine the identity practices and the type of embodiment emerging in, and envisioned by, the increasingly normalised object ‘psychopharmaceutical’. The centrality of affects in the constitution of subjectivity is increasingly relevant to contemporary critical theory (see the notion of ‘affective turn’, Clough). Addressing the network of affective investments we exchange with objects is crucial for an understanding of how embodied subjectivities mutate accordingly to the objects they interact with.
|Keywords/subjects not otherwise listed:||Affect, Psychopharmaceuticals, Subjectivity, Design, Packaging|
|Publisher/Broadcaster/Company:||Design History Society|
|Your affiliations with UAL:||Colleges > Central Saint Martins|
|Projects or Series:||Research Outputs Review (April 2010 - April 2011)|
|Date Deposited:||28 Feb 2012 16:24|
|Last Modified:||23 May 2014 04:58|
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