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Transhumanisms and Biotechnologies in Consumer Society offers new,
critical perspectives on the impact of 'life-enhancing'
technological advancements on consumer identity positions and
market evolutions. Technoprogressive innovations that include body
modification technologies and reproductive technologies have
enabled people to transcend bodily constraints. In parallel, they
provoke necessary, critical interrogation around human
capabilities, technological possibilities, gender equality,
feminism, personal identity, bioethics, markets and morality. The
contributions in this book re-evaluate these topics and elucidate
some of the vexed relationships between consumers of
biotechnologies and markets they consider restrictive or
misleading. Secondly, by illustrating consumers' questioning of and
resistance to biomedical, market imperatives, they highlight how
the notion of consumer sovereignty, consumer influence over
markets, has now advanced into novel forms of consumer activism
made manifest through contemporary health justice movements. The
chapters in this book also uncover profoundly personal consumer
accounts on coping with and managing bodies-in-transition, focusing
on illness, self-perception, survivorship and the vicissitudes of
these corporeal experiences. This book will allow readers to
understand how accelerated technological market changes are being
experienced and creatively countered at the societal and individual
level. The chapters in this book were originally published as a
special issue of Journal of Marketing Management.
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