Exploring cadaveric organ donation: a 'mortal embodiment' perspective

Ai-Ling, Lai and Dermody, Janine and Hanmer-Lloyd, Stuart (2007) Exploring cadaveric organ donation: a 'mortal embodiment' perspective. Journal of Marketing Management, 23 (5/6). pp. 559-585. ISSN 0267257X

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Abstract

Despite the growing prominence of embodiment within the agenda of consumer research, theorisation of the embodied self has yet to explore the imminent mortality ingrained within the lived body. In this paper, we seek to contribute to this important area by exploring the notion of 'mortal embodiment' within the context of cadaveric organ donation. We consider how the embodiment of mortality shapes ambivalent perceptions surrounding the dispossession of body parts in late modernity. Using a hermeneutic approach, multiple active interviews have been conducted with potential female donors, aged 21-30 who claim to harbour ambivalent perceptions towards organ donation. Through our 'rich and thick data' we reveal how potential donors actively weave personalised narratives of their embodied self by drawing on socio-cultural constructs of the body. We propose that the current organ donation promotional message of the "gift-of-life" should build on these 'embodied life themes and projects.' Through a hermeneutic perspective, our paper seeks to contribute to the growing appreciation for an alternative ontological perspective, thereby challenging the dominant influence of Cartesian philosophy in marketing. Finally, we highlight the wider applications of 'mortal embodiment' to explore other marketplaces and consumption behaviour.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: INTERVIEWING DONATION of organs, tissues, etc. MORTALITY -- Psychological aspects PSYCHOLOGICAL aspects PSYCHOLINGUISTICS PERSPECTIVE (Philosophy) ACTIVE audience theory (Communication)
Subjects: H Social Sciences > HV Social pathology. Social and public welfare. Criminology.
R Medicine > R Medicine (General)
R Medicine > RA Public aspects of medicine
Divisions: Faculty of Business, Computing and Applied Sciences > Business School > Marketing and Retail
Research Priority Areas: Applied Business Research
Depositing User: Susan Turner
Date Deposited: 29 Oct 2014 13:46
Last Modified: 28 Oct 2015 16:34
URI: http://eprints.glos.ac.uk/id/eprint/1026

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