Transhumanisms and biotechnologies in the consumer society

“Transhumanisms and biotechnologies in the consumer society” offers critical new perspectives on the impact of life-enhancing technological advances on consumer identity positions and market shifts.

Technoprogressive innovations, which include body modification technologies and reproductive technologies, have enabled people to transcend bodily restraints.

At the same time, they raise necessary and critical questions about human capabilities, technological possibilities, gender equality, feminism, personal identity, bioethics, markets and morality.

The contributions in this book reassess these topics and elucidate some of the delicate relationships between consumers of biotechnology and markets they view as restrictive or misleading.

Second, by illustrating consumer questioning and resistance to biomedical market imperatives, they highlight how the notion of consumer sovereignty, consumer influence in markets, has now evolved into new forms of consumer activism. , manifested by contemporary health justice movements.

The chapters in this book also present deeply personal consumer stories about dealing with bodies in transition, focusing on illness, self-perception, survival, and the vicissitudes of these bodily experiences.

This book will enable readers to understand how the accelerated technological changes of the market are experienced and creatively countered at the societal and individual level.

The chapters in this book were originally published as a special issue of the journal Journal of Marketing Management.

The book “Transhumanisms and Biotechnologies in Consumer Society” is available for pre-order on November 7, 2022. Item will ship after November 28, 2022

Transhumanism, stage of development


Jennifer Takhar is Associate Professor of Marketing and Communication at ISG Business School, Paris. His research focuses on the commodification of gametes, the transhumanism and the marketing and advertising of assisted reproductive technologies (ART) in digital spaces. Her work is attentive to the rhetorical and literary strategies used to persuade consumers.

Rika Houston is a professor of marketing at California State University, Los Angeles, where she also serves as director of community engagement at the Center for Engagement, Service, and the Public Good. Her research focuses on gender and biotechnology in consumer culture, transformative consumer research and sustainability.

Nikhilesh Dholakia is Professor Emeritus at the University of Rhode Island (URI), and founding co-editor of the journal Markets, Globalization and Development. Dr. Dholakia’s research focuses on globalization, technology, innovation, market processes and consumer culture. His current work focuses on global, social and cultural aspects of technology and media.

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Transhumanisms and biotechnologies in the consumer society

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