Detecting bodily and discursive noise in the naming of biotech products

Abstract

This article contributes to existing feminist technoscience analyses by proposing a new tool for examining how norms governing viable and unviable bodies are discursively constructed in an increasingly technologized world. This tool is the result of synthesizing two existing concepts: white noise from the field of media theory/information studies, and the abject from psychosemiotics/gender studies. Synthesizing these two concepts produces an enriched term for detecting interrelations between discursive disturbances and disturbances in bodily norms. In this article, the synthesized concept (abject/ noise) is used as a tool to analyse material concerning the assignment of International Nonproprietary Names (or ‘generic’ names) to biotechnological drugs. Biotech offers itself as a prime testing ground for this new tool, replete as it is with bodily anxieties, powerful discourses and innovative technologies. This article compares three versions of an INN guidance document showing how anxieties about bodily norms are reflected in, and managed through, these documents.