Cheded, Mohammed and Hopkinson, Gillian and Gilchrist, Alan (2018) Metaphors and markets: On usure, iterability, and performativity. In: 5th Interdisciplinary Market Studies Workshop, 2018-06-06 - 2018-06-08, Copenhagen Business School.
Full text not available from this repository.Abstract
Within this paper, we explore the functions of metaphors in situating markets in space, time and morality. To do so, we reconnect with Jacques Derrida’s engagement with the performativity thesis, especially through the concepts of iterability and usure. The study explores market performativity in the context of publicly available date concerned with genetic propensity for breast and ovarian cancers (BRCA gene), and possible preventive actions that could be taken. We scrutinise the set of practices, rights and duties that constitute the basis for a genetic/biosocial membership, and emphasise the role of metaphors in the attribution of responsibility and accountability within this category. The empirical work brings to the fore two types of metaphorical formulations: first, we discuss metaphors of control, with a particular focus on the metaphor of ‘carriage’ and the framing the BRCA subject as a container. Second, we turn to metaphors of battle and journey, and how they travel in space and time through the genetics discourse; as well as the effects of this movement. In conclusion, we reflect on the role of metaphors in constituting identities, and thereby practices, rights and duties that sustain a category membership. By doing so, we move beyond accounts of description of subjectification in markets, to discuss the tensions and conflict in making sense of, belonging to, and sustaining the category membership of a subject position. Through the application of the Derridean concepts iterability and usure to study performativity, we unravel how metaphorical formulations become considered an ordinary and indistinct part of a specific discourse, and in so doing, insidiously shape identities and practices.