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Dead metaphors and responsibilised bodies-in-transition: The implications of medical metaphors for understanding the consumption of preventative healthcare

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Dead metaphors and responsibilised bodies-in-transition: The implications of medical metaphors for understanding the consumption of preventative healthcare. / Cheded, Mohammed; Liu, Chih-Ling; Hopkinson, Gillian.
In: Journal of Marketing Management, Vol. 38, No. 5-6, 30.04.2022, p. 544-568.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Cheded, M, Liu, C-L & Hopkinson, G 2022, 'Dead metaphors and responsibilised bodies-in-transition: The implications of medical metaphors for understanding the consumption of preventative healthcare', Journal of Marketing Management, vol. 38, no. 5-6, pp. 544-568. https://doi.org/10.1080/0267257X.2021.1996442

APA

Cheded, M., Liu, C.-L., & Hopkinson, G. (2022). Dead metaphors and responsibilised bodies-in-transition: The implications of medical metaphors for understanding the consumption of preventative healthcare. Journal of Marketing Management, 38(5-6), 544-568. https://doi.org/10.1080/0267257X.2021.1996442

Vancouver

Cheded M, Liu CL, Hopkinson G. Dead metaphors and responsibilised bodies-in-transition: The implications of medical metaphors for understanding the consumption of preventative healthcare. Journal of Marketing Management. 2022 Apr 30;38(5-6):544-568. Epub 2021 Nov 8. doi: 10.1080/0267257X.2021.1996442

Author

Cheded, Mohammed ; Liu, Chih-Ling ; Hopkinson, Gillian. / Dead metaphors and responsibilised bodies-in-transition : The implications of medical metaphors for understanding the consumption of preventative healthcare. In: Journal of Marketing Management. 2022 ; Vol. 38, No. 5-6. pp. 544-568.

Bibtex

@article{0984a398b91d421180e27475ce506cd2,
title = "Dead metaphors and responsibilised bodies-in-transition: The implications of medical metaphors for understanding the consumption of preventative healthcare",
abstract = "This paper argues that metaphorical formulations around genetic categories have important implications for individuals{\textquoteright} experiences of their at-genetic-risk bodies vis-{\`a}-vis the market for prevention. Drawing on Jacques Derrida{\textquoteright}s concept of usure, our findings unpack three central biomedical metaphors that shape the ways in which {\textquoteleft}previvor{\textquoteright} women with the BRCA gene mutation manage and experience their (risky) body-in-transition against the market for prevention. These are the metaphors of: the container, the omnipresent danger, and battle and journey. Our discussion unravels the processes of de/re-stabilisation of the (risky) body-in-transition, as well as the reconfiguration of their rights and duties in the market for prevention to become a good genetic citizen. Moving beyond a discussion of {\textquoteleft}consumer sovereignty{\textquoteright}, we contribute to developing a contextually nuanced understanding of the complex relations between the lived experiences of {\textquoteleft}losing control{\textquoteright} and the consumption of prevention.",
keywords = "Metaphors, body-in-transition, genetics, risk, control, usure",
author = "Mohammed Cheded and Chih-Ling Liu and Gillian Hopkinson",
year = "2022",
month = apr,
day = "30",
doi = "10.1080/0267257X.2021.1996442",
language = "English",
volume = "38",
pages = "544--568",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Routledge",
number = "5-6",

}

RIS

TY - JOUR

T1 - Dead metaphors and responsibilised bodies-in-transition

T2 - The implications of medical metaphors for understanding the consumption of preventative healthcare

AU - Cheded, Mohammed

AU - Liu, Chih-Ling

AU - Hopkinson, Gillian

PY - 2022/4/30

Y1 - 2022/4/30

N2 - This paper argues that metaphorical formulations around genetic categories have important implications for individuals’ experiences of their at-genetic-risk bodies vis-à-vis the market for prevention. Drawing on Jacques Derrida’s concept of usure, our findings unpack three central biomedical metaphors that shape the ways in which ‘previvor’ women with the BRCA gene mutation manage and experience their (risky) body-in-transition against the market for prevention. These are the metaphors of: the container, the omnipresent danger, and battle and journey. Our discussion unravels the processes of de/re-stabilisation of the (risky) body-in-transition, as well as the reconfiguration of their rights and duties in the market for prevention to become a good genetic citizen. Moving beyond a discussion of ‘consumer sovereignty’, we contribute to developing a contextually nuanced understanding of the complex relations between the lived experiences of ‘losing control’ and the consumption of prevention.

AB - This paper argues that metaphorical formulations around genetic categories have important implications for individuals’ experiences of their at-genetic-risk bodies vis-à-vis the market for prevention. Drawing on Jacques Derrida’s concept of usure, our findings unpack three central biomedical metaphors that shape the ways in which ‘previvor’ women with the BRCA gene mutation manage and experience their (risky) body-in-transition against the market for prevention. These are the metaphors of: the container, the omnipresent danger, and battle and journey. Our discussion unravels the processes of de/re-stabilisation of the (risky) body-in-transition, as well as the reconfiguration of their rights and duties in the market for prevention to become a good genetic citizen. Moving beyond a discussion of ‘consumer sovereignty’, we contribute to developing a contextually nuanced understanding of the complex relations between the lived experiences of ‘losing control’ and the consumption of prevention.

KW - Metaphors

KW - body-in-transition

KW - genetics

KW - risk

KW - control

KW - usure

U2 - 10.1080/0267257X.2021.1996442

DO - 10.1080/0267257X.2021.1996442

M3 - Journal article

VL - 38

SP - 544

EP - 568

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 5-6

ER -