02

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Affective Turn?

New Cultural Studies

Shinji Oyama
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This essay, which is the second in a four-part series, introduces the genealogy, theoretical scopes
and key thinkers of the so-called affective turn, arguably the biggest development in media and
cultural studies in recent years. The concept of affect allows us to analyze bodily and non-linguistic
dimensions of culture and media that have been relatively neglected by mainstream Birmingham
cultural studies, which is more focused on discourse, narrative and language. Drawing on a case
study of contemporary technological devices, this essay argues that affect will open up a new
space in which to analyze the emerging forms of capitalist production, social and technological
forms that are increasingly operating and controlling us at the level of affect, sensation and bodies.
The focus on affect also enables us to forge new and hitherto unimagined connections with other
disciplines and cultural practices.

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Jeremy Gilbert*14, *15, *16

The autonomy of affect

*30

Melissa Gregg*20 CS

Parables for the Virtual

2002 1
Shame in Cybernetic Fold
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Patricia Ticineto Clough Affective

Turn
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Melissa
Gregg The Affect Theor y

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feeling

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Cu l t u ra l St u d i e s: T h e s to r y of S o ny

Walkman*24,

2000

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e.g. *33, *34

1990

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iPhone

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Think Different

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Manovich

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world glue
disciplinary glue
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http://interbrand.com/assets/uploads/
Interbrand-Best-Global-Brands-2013.pdf

2014 11 22
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COLUMN/20111115/374507/2014 11 22

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