IEEE Consumer Electronics Magazine - July 2016 - 107
Whose Body Is It?
The body as physical capital in a techno-society.
GOOD-BAD © CANSTOCK PHOTO/STUARTMILES,
CHIP COURTESY OF FREEIMAGES.COM/DIMSHIK
By Sharon R. Bradley-Munn and Katina Michael
I
n today's postmodern Western world, there is a greater
propensity toward consumerism. Mass-market production
coupled with international trade means that you can buy
just about anything made anywhere with the simple click
of a mouse. Not only are we seeing the commoditization
of things (i.e., material objects), but also businesses and
industries are capitalizing on this consumerist mentality,
studying individuals' buying habits to demographically target
Digital Object Identifier 10.1109/MCE.2016.2576518
Date of publication: 10 August 2016
their market. This data mining is done through a multiplicity
of ways, such as through technological monitors called sensors. Sensors capture humancentric data at discrete intervals,
generating big data that draws out patterns. Behavior can
actually be seen as a type of commoditization, not of the
product or service but rather of the consumers themselves.
And yet, despite these trends toward mass consumption of
material goods and monitoring consumer behavior, sociologists are grappling with how Western civility is radically
turning from the accumulation of external commodities, such
as goods and services, to viewing one's own body as a form
©ISTOCKPHOTO.COM/SVISIO
2162-2248/16©2016IEEE
JULY 2016
^
IEEE ConsumEr ElECtronICs magazInE
107
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