Transhumanisms and Biotechnologies in Consumer Society : Routledge : 9781032281735 : 1032281731 : 28 Nov 2022 : Transhumanisms and Biotechnologies in Consumer Society offers new, critical perspectives on the impact of 'life-enhancing' technological advancements on consumer identity positions and market evolutions. Technoprogressive innovations that include body modification technologies and reproductive technologies have enabled people to transcend bodily constraints. In parallel, they provoke necessary, critical interrogation around human capabilities, technological possibilities, gender equality, feminism, personal identity, bioethics, markets and morality. The contributions in this book re-evaluate these topics and elucidate some of the vexed relationships between consumers of biotechnologies and markets they consider restrictive or misleading. Secondly, by illustrating consumers' questioning of and resistance to biomedical, market imperatives, they highlight how the notion of cons