Thinking is physical acting as well. Much of our thinking happens through our body.

Discourse became dominant

In the same way that ‘I thing therefore I am’ privileged the mind over the body. The terms that affect is the ideas of readdressing – previously made the mistake to privilege the mind over the body. Body is deeply important to our being and experience.

Textual representations ignore a lot of our subjective experience, our emotions. The body is very feminist construct and embodiment is female experience. If mind is privilege, then historically men receive more access to knowledge than women. Women did not receive the same knowledge as men. Traditionally, women were seen as decorative for men. It was the man’s role to have education, to access to knowledge and to write books.



Affect is feminist methodology

That does not mean that women are privilege over the men. Women experience often is connecting to their body experience. So they understand world in different way. Body is always in the world, always experience something. And this incorporate in how we feel about something.

Overcoming privilege of body over the mind, of language over the feelings. It is difficult to deal with the other when we are on different sides of it. Understanding of emotions takes place. We need to be careful about incorporating emotional states and acknowledge our body feelings.

We do not need another binary opposition. We need to bring our body experience back in the picture, but we do not want to privilege the body over the mind.

Brain and body – you cannot pull apart one from another. We have to bring them both together – language and feeling – we need to combine them to have the full picture.

What are our affective reaction?

When you touch something that is hot and flinch away your mind knows about the heat before your brain does. Defining affect, it is:

  • move
  • visceral
  • bodily
  • automatic
  • reactive
  • intense
  • forces that act upon us
  • we act upon others
  • openness
  • participation


Linked to emotion

When we make sense of something. It is beyond the emotion; it is too big.

Plasticity of our body – it matters in which tools and instruments our body extends. Affect looks at how exactly we extend in our environment. Affective environments/ affective connections. At places full with people (festivals, sport events) there is collective reaction, collective response caused to you as part of the group.

How contagion happen? Emotion contiguous – how we experience the emotions of others? When someone laughs, you laugh as well – this is affect which make you do something. To be affected and affecting in the same time. The idea of self and other.

‘Affect is a post-personal force exceeding the human.’


We are not necessary this rational higher being, we are not the most important part – as much as we affecting – we are part of the whole, constantly affecting and interacting.



Social networks

In a social network the nodes are the individual and the links correspond to relationships.

Networked affect

When we are affected online, we still experience emotions in our real life. When we watch horror movie, we are completely in the atmosphere and remain scared even shortly after it ends.

Accumulating affect

Something that suddenly catch our interest. Likes, comments, upvotes, flowes, etc. When you like a post it is like only acknowledging it, when you comment it is a bigger reaction, it is engagement… and after a lot of sharing at some point it can becomes viral. It is contagion, mob mentality, atmosphere, environment – all of this thing is the accumulating affect. Emoji are also a way to express ourselves – usually we do not have the words for a feeling, we do not know how to explain it, but when we put image it says all about itself.

Affect moves in the digital spaces.

Media representation – the horror, the terrifying things that happen and drown attention to devastating things that happen. That kind of images makes people feel moved, says a lot and goes viral. It accumulates affect and moves people to take action. The contrast of the environment makes it even more affective, because it shows how ‘normal’ should look like.

The effective piece of media affects us. How emotion contagious works online?

Affect is also something subjective. It depends on the things we like – it is a spectrum of experience.



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