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The Promethean biohacker: on consumer biohacking as a labour of love

Abstract : Just as the mythical Greek Titan Prometheus created humans and brought them the technology of fire, the biohackers studied here seek to recreate humanity and bring us technologies that make us god-like. In this paper, we explore how and why biohackers have been integrating technologies into their bodies. Drawing on Transhumanism, biohacking, and consumer sentiments literature, we depict three avatars of Promethean biohackers. While distinct from one another, their biohackings are tied by a single sentiment: that of love. Here, love is what energizes biohackers' actions on their Promethean journey to become transhumans. This study challenges prior discussions on human-technology relationships framed in largely instrumental terms. Our research also highlights the importance for scholars and practitioners to address ethical issues around eugenics and human commodification.
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Submitted on : Wednesday, May 25, 2022 - 11:54:22 AM
Last modification on : Thursday, June 2, 2022 - 3:29:04 AM


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Vitor Lima, Luís Pessôa, Russell Belk. The Promethean biohacker: on consumer biohacking as a labour of love. Journal of Marketing Management, 2022, 38 (5-6), pp.483-514. ⟨10.1080/0267257X.2022.2070239⟩. ⟨hal-03678321⟩



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