A Feminist Affective Turn for Public Relations: Mothers, Passionate Publics, and the Childhood Vaccine Debate

This project proposes a feminist intervention in how affect and publics are theorized in public relations research. Drawing from extant literature, I argue that public relations theories of affect and publics have been apolitical and lack depth and context (Leitch & Motion, 2010a). Using the context of the online childhood vaccine debate, I illustrate several theories and concepts of the new feminist affective turn, as well as postmodern theories of affect, relevant to public relations research: (a) Public Feelings, “ugly” feelings, agency, and community (Cvetkovich, 2012; Ngai, 2007); (b) passionate politics (Mouffe, 2014); (c) postmodern assemblages, biopower, and body politics (Deleuze & Guattari, 1988; Foucault, 1984); (d) affective facts and logics of future threats (Massumi, 2010); and (e) affective ethics (Bertleson & Murphie, 2010). Scholarship in the areas of public relations, risk, feminist and postmodern affect theory, and the vaccine debate provided theoretical grounding for this project. My research questions asked: How is feminist affect theory embodied by mothers in the vaccine debate? How do mothers understand risks as affective facts in the vaccine debate (if at all)? What affective logics are used by mothers in the vaccine debate (if any)? And, What are sources of knowledge for mothers in the vaccine debate? Multi-sited online ethnographic methods were used to explore how feminist affect theory contributes to public relations research, including 29 one-on-one in-depth interviews with mothers of young children and participant observation of 15 online discussions about vaccines on parenting websites BabyCenter.com, TheBump.com, and WhatToExpect.com. I used snowball sampling to recruit interview participants and grounded theory (Glaser & Strauss, 1967) to analyze interview and online data. Results show that feminist affect theory contributes to theoretical and practical knowledge in public relations by politicizing and contextualizing understandings of publics and elucidating how affective facts and logics inform publics’ knowledge and choices, specifically in the context of risk. I also found evidence of suppression of dissent (Martin, 2015) and academic bias in vaccine debate research, which resulted in cultures of silence. Further areas of study included how specific contexts such as motherhood and issues of privilege and access affect publics’ experiences, knowledges, and choices.

An Ethics of Refusal: Sympathy, Intimacy and Fidelity in British Romanticism

Despite a current emphasis in Romantic scholarship on intersubjectivity, this study suggests that we still have much to learn about how theories of intersubjectivity operate in Romantic-era writings that focus on the family—the most common vehicle for exploring relationships during the period. By investigating how sympathy, intimacy, and fidelity are treated in the works of Mary Hays, Felicia Hemans, and Mary Shelley, this dissertation discovers the presence of an “ethics of refusal” within women’s Romantic-era texts. Texts that promote an ethics of refusal, I argue, almost advocate for a particular mode of relating within a given model of the family as the key to more equitable social relations, but, then, they ultimately refuse to support any particular model. Although drawn towards models of relating that, at first, seem to offer explicit pathways towards a more ethical society, texts that promote an ethics of refusal ultimately reject any program of reform. Such rejection is not unaccountable, but stems from anxieties about appearing to dictate what is best for others when others are, in reality, other than the self. In this dissertation, I draw from feminist literary critiques that focus on ethics; genre-focused literary critiques; and studies of sympathy, intimacy, and fidelity that investigate modes of relating within the context of literary works and reader-textual relations. Psychoanalytic theory also plays an important role within my third chapter on Mary Shelley’s novel Falkner. Scholarship that investigates the dialectical nature of Romantic-era literature informs my entire project. Through theorizing and studying an ethics of refusal, we can more fully understand how intersubjective modes functioned in Romantic literature and discover a Romanticism uniquely committed to attempting to turn dialectical reasoning into a social practice.