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date: 08 July 2020

Abstract and Keywords

This chapter examines the use of dance in the advertising campaigns for new technological gadgets. These advertisements utilize dance as the embodied manifestation of the speed, prowess, and efficiency that new technologies provide. The bodies in the commercials are alive and full of energy and act as metaphors for the consumer capitalism’s machine of desire—a machine which looks for new things to consume, appropriate, and use to enable its existence. Utilizing ideas of Franco Berardi and Richard Sennett on how capitalism and technology work together to influence social relations, this chapter draws on ideas of speed, time, and cooperation within the realm of neoliberalism in order to posit a corpus ex machina, a body that neatly and, often in an aesthetically pleasing way, brings about corpo-technological cohesion and consumerism. Overall, this chapter argues for what bodies can do working together to create dance and choreography that goes against certain logics of techno-corporate capitalism.

Keywords: Franco Berardi, Richard Sennett, choreography, dance in advertising, neoliberalism, corpus ex machina, techno-corporate capitalism, social relations, consumerism

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