Affect in Media and Communication Studies: Potentials and Assemblages
Brigitte Hipfl
Additional contact information
Brigitte Hipfl: Department of Media and Communication Studies, Klagenfurt University, Austria
Media and Communication, 2018, vol. 6, issue 3, 5-14
Abstract:
After a general mapping of the different understandings of affect, this article focuses on two aspects of a Deleuze-Guattarian understanding of affect which are of particular relevance for media and communication studies. The first is understanding affect as potential . It is through the forces of encounter that bodies are affected and that these affections then can be turned into action, into their capacity to affect. The second is understanding the perpetual becoming that takes place through continual encounters between bodies; with each encounter, the body changes, however slightly and subtly. The concept of assemblage that allows one to grasp these dynamics and complexities is discussed as an approach towards a much more complex theoretical grounding for processes of agency and power. Working with affect in media and communication studies, a three-fold strategy will be presented: to analyse how media generate affects and capitalise on them; to analyse what media do—in the sense of mobilizing potential; to analyse phenomena of mediated communication as assemblages. The article ends with challenges and new paths for conducting research on affect.
Keywords: affect; affections; assemblage; communication; media; structure of feeling; virtual/actual (search for similar items in EconPapers)
Date: 2018
References: View complete reference list from CitEc
Citations:
Downloads: (external link)
https://www.cogitatiopress.com/mediaandcommunication/article/view/1470 (text/html)
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:cog:meanco:v6:y:2018:i:3:p:5-14
DOI: 10.17645/mac.v6i3.1470
Access Statistics for this article
Media and Communication is currently edited by Raquel Silva
More articles in Media and Communication from Cogitatio Press
Bibliographic data for series maintained by António Vieira () and IT Department ().