Body Politics Social Change and the Future of Physical Culture Studies Social Change Throughout the semester we have studied sociological themes theories and issues Cultural studies map critique social change This chapter explores aspects of social change and politics in regard to snowboarding bodies and in regard to Physical Cultural Studies PCS The chapter concludes with a description of the workings and possibilities of PCS Body Politics Sport related political movements new forms of passionate politics in local and global contexts Thorpe pp 248 249 more prolific creative and variegated than ever before draw upon an array of new technologies p 249 The movements are hybrids hedonistic and reflexive politically disengaged yet environmentally aware and active in different places and spaces Thorpe paraphrased p 250 Nonrepresentational theory Building upon work in sociology of senses and affect and cultural geography this theory incorporates practices affect doing not only contemplation writing and representation the theory is a tool for scholars to go beyond representation Politics of affect Thorpe introduces Nigel Thrift s nonrepresentational theory about the politics of affect Manipulation of affect for political and commercial ends has reached new heights of impact in the present moment Formal knowledges psychology marketing psycho analysis anthropology Semiformal guise design lighting music Cultural synergies such as new spaces and technical devises that help illuminate affect Regimes of feeling overt attempts for control yet not all consumers are duped to technologies of affect p 252 affective response is being designed into spaces often out of what seems like very little at all Thrift quoted by Thorpe p 252 Politics of hope Protect Our Winters POW example Feminism Modern women s movement that seeks to change the existing gender order and its discriminatory practices against women Thorpe p 257 Feminist movement history First wave 1848 1920s women s suffrage Second wave 1960s 1980s adversarial radical struggle for equal rights and elimination of traditional sex roles Third wave 1990s expand understandings of gender and sexuality girl power Fourth wave create transform new ways of being Nostalgia for traditional sex roles See Thorpe pp 274 275 Third wave feminism Thorpe highlights this perspective Third wave feminism contradictions individual seemingly non political Less ideological than the second wave May celebrate beauty culture no qualms about marketing and using sexuality and femininity to secure capital Works within and plays with power structure Creative use of media social media etc Pink Ribbons Inc 2011 full length feature film originated as a dissertation in kinesiology by Samantha King King published her dissertation as Pink Ribbons Inc Breast Cancer and the Politics of Philanthropy University of Minnesota Press 2006 and this book inspired award winning producer and director to create the film Pink Ribbons Inc The film visits the largest breast cancer fundraising and awareness events including the Revlon Run Walk for Women in New York the Susan G Komen Race for the Cure in Washington D C the two day Avon Walk for Breast Cancer in San Francisco and the Pharmaprix Weekend to End Women s Cancers in Montreal We used to march in the streets now you re supposed to run for a cure or walk for a cure or jump for a cure or whatever it is the effect of the whole pink ribbon culture was to drain and deflect the kind of militancy we had as women who were appalled to have a disease that is epidemic and yet that we don t even know the cause of Barbara Ehrenreich Welcome to Cancerland quoted in press kit for Pink Ribbons Inc But as celebrations of survivors is there room at these events for the women who are dying from the disease We re living We re human beings We re not just a little pink ribbon says Maricela Ochoa one of the members of The IV League a group of women living with metastatic breast cancer The voices of these women are in sharp contrast to those of the women participating in the pink ribbon events where the atmosphere is often celebratory and festive Samantha King the author of Pink Ribbons Inc Breast Cancer and the Politics of Philanthropy notes that many women feel alienated by this approach because in order to be a survivor you must maintain this optimistic outlook and participate in what I call the tyranny of cheerfulness With its attendant drugs chemotherapy radiation treatments and mammographies breast cancer is a multi billion dollar industry in North America But what happens when a company engages in pink washing raising money for breast cancer while manufacturing products that are linked to causing the disease Pink Ribbons Inc suggests viewers consider heeding some simple words of advice from the organization Breast Cancer Action Think before you pink Physical Cultural Studies Make theory accessible and usable to wider audiences beyond universities and academe Confront the unspeakable change contexts of power that subordinate people challenge deep seated beliefs about the body Power operates in nuanced ways in fields practice and habitus related to the body in culture Social responsibility and the ethics of social theory Can critical social theorizing and leisure be enjoyed at the same time paraphrase of Thorpe p 267 Social theory remember the bricoleur the tool box experiment with a range of theoretical perspectives use self expression and creativity imagine socio political scenarios other than the ones that are currently present p 269