Chapter 10 questions whether law should widen its lens to address general appearance discrimination too. Would a protected characteristic of appearance offer viable legal rights to the many millions of us who do not have a disfigurement but are less-than-beautiful in some way? For example, is appearance objective enough to be adjudicated in law? Is a clear distinction between mutable and immutable aspects of appearance important – or even possible given increasing medico-cosmetic opportunities to change the way our bodies look? Do we have an unobjectionable nomenclature to describe appearance and attractiveness in legal terms? And could we swallow well-meaning employers’ attempts to measure the attractiveness of their staff for the purposes of diversity monitoring? The discussion draws on examples of comparative laws in France and America. Both countries have adopted wider conceptions of appearance equality, and America’s laws have seen a recent period of growth, with Binghampton, New York, the latest to vote such a law onto its statute books in 2023. However, both sets of laws remain little used so far, despite evidence showing that appearance discrimination remains prevalent. How could we ensure that a protected characteristic of appearance in the UK avoided a similar fate?

Chapter 9 draws on the evidence outlined earlier in the book to evaluate a range of possible legal interventions. Structured according to the five potential equality objectives outlined earlier, the measures include steps to increase the visibility of people with disfigurements in daily life, methods of motivating employers to become appearance-inclusive and changes to influential institutions outside the employment context. They also include a range of legislative reforms to replace the severe disfigurement provision with a better remedial mechanism, such as the creation of a new protected characteristic of disfigurement or the reformulation of the definition of disability.

The introduction outlines the complex relationship between American foreign relations and the PR industry, revealing a hidden hand of influence on US foreign relations. It explains the significance of the relationship, looking at the implications of the relationship for democracy, and outlining why the relationship has been historically controversial. The introduction also considers the definition of PR, notably contrasting it with advertising and lobbying. Finally, it delineates the main ways PR firms engaged with foreign relations: through support for private groups of American citizens, through support for corporate interests (domestic and foreign), and through support for governmental interests (domestic and foreign).

While exploring how specialist medical publishers and regular practitioners worked together to publish and advertise medical works on sexual matters, Chapter 3, Publishing for Professional Advantage, shows that the boundaries between communicating knowledge, promoting expertise, and trading on medical eroticism were not just blurry in contexts of the pornography trade and irregular medical practice. They were also blurry in regular medicine. Works on reproduction and sexual health issued by medical publishers were often textually similar to those issued by pornographers and irregulars, worked up using similar techniques, advertised, and distributed to non-medical readers in similar ways, and, regular practitioners often argued, for similar purposes. The chapter explores how and why these overlaps aroused particular concern among groups that advocated radical reforms to the medical profession. Rather than seeking to discipline regular medical publishing, however, reformers initially took a different route: they launched campaigns aimed at stamping out irregular practitioners’ trade in sexual health manuals.

Chapter 2, Stereotyped Knowledge, examines irregular practitioners’ global trade in cheap manuals on venereal disease, sexual debility, and fertility problems. While previous scholarship has largely focused on these manuals’ lurid depictions of weakened male bodies, this chapter emphasizes their origins in respected publications: often calling themselves “consulting surgeons,” a term from hospital practice, irregular practitioners combined verbatim sections from textbooks and treatises aimed at medics with snippets from works in other genres to construct their own “popular treatises.” Some of these productions were issued in several different languages and circulated around the globe. At home and abroad, they offered readers an affordable means of acquiring modern information about sex reproduction, derived from the science of anatomy, and their authors a means of cultivating trust in their expertise and advertising more expensive products and services. Examining other medical practitioners’ responses, this chapter argues that these manuals and their makers were seen as both an economic and existential threat to regular medicine.

Chapter 5, Dull Instead of Light, examines regular practitioners’ increasing efforts to disambiguate “medicine” and “quackery” in the wake of the 1868 formulation of the Hicklin test of obscenity. The first section explores how medical groups experimented with using obscenity laws as alternatives to the Medical Act (1858) to regulate medical practice. These actions’ impact on the book trade is debatable, but regular practitioners’ tireless efforts to collapse quackery and obscenity influenced new legislation governing medical advertising. The rest of the chapter examines parallel efforts to professionalize medical publishing. In advocating for limitations on medical book advertising, the use of dry, technical language in medical writing, and other changes to medical print culture, regular practitioners further sought to disambiguate “medicine” from “quackery.” The lines between popular and professional medical works had previously been blurry. The changes examined in this chapter helped cleave a growing chasm between the kinds of sexual knowledge accessible to medical and non-medical audiences.

After reviewing a wide range of topics, we conclude that good science requires greater efforts to manage biases and to promote the ethical conduct of research. An important problem is the belief that randomized controlled trials (RCTs) are exempt from systematic bias. Throughout the book, we acknowledge the importance of RCTs, but also emphasize that they are not immune from systematic bias. A second lesson concerns conflict of interest, which must always be taken seriously. Most large RCTs are sponsored by for-profit pharmaceutical companies. We identify leverage points to address these problems. These include cultivating equipoise – the position that research investigators enter a study with the understanding that either a positive, negative, or null result is of value. We return to several other themes prominent throughout this book, including the reporting of research findings and serious problems with our system of peer review. The book concludes with recommendations for reducing conflicts of interest, improving transparency, and reimagining the peer review system.

This case study of gender in advertising through the lens of two campaigns – one by Virgin Atlantic and one by Bud Light – examines these brands’ alignment with modern gender perceptions and the subsequent consumer responses. It considers how advertising mirrors or moulds society’s gender norms and how companies navigate this spectrum. Beginning with Virgin Atlantic’s ‘See the World Differently’ campaign and updated gender-identity policy in 2022, this example indicates the campaign’s success in its positive reception. Conversely, Bud Light’s collaboration with trans activist Dylan Mulvaney for the ‘Easy Carry Contest’ faced a polarised reception. While aiming to resonate with a younger, more inclusive demographic, the backlash from conservative corners illustrated the risks involved when a brand ventures into socially charged territories without thorough consideration of its diverse customer base.

The comparison between Virgin Atlantic’s holistic approach to embedding inclusivity into their brand ethos contrasts with Bud Light’s reactive stance, highlighting the importance of proactive engagement with social issues in brand strategy.

This chapter treats the marketing of transatlantic passenger shipping companies from the post-Famine period to the emergence of amphibious aviation at the end of the Free State era. It explores the use of evolving advertising, marketing and public relations techniques, collectively commercial propaganda, in the USA on the transatlantic passenger shipping trade. It compares and contrasts the commercial propaganda of American shipping lines with that of their British and Irish counterparts to determine the degree to which American marketing techniques influenced domestic marketing, shaped consumer tastes and stimulated desire for an American life experience that was grounded in participatory civic consumerism. The chapter suggests that the reverse flow of knowledge and practices, stimulated by temporary and permanent reverse migration, and correspondence with Irish-America, led to the post-Famine modernisation of commercial promotional activity, with attractive communications from America copied by shipping lines and agents in the Irish market to create a domestic, Americanised form of marketing, more sophisticated and polished than previously seen.

T. S. Eliot’s The Waste Land participates in the historical process of finance capital by developing a semiotics for a new form of value: affective intensity. This chapter argues that The Waste Land is mimetic of affect insofar as the effect of reading The Waste Land is a constantly shifting landscape of affective intensities that refuse narrative containment and prevent the emotional complacency that was the source of social stability in the world of industrial capital and the value form of character. The poem thereby functions as a kind of training ground for an emerging corporate capitalism that orients consumers around the affective intensities of constant novelty through branding and rebranding campaigns as well as the volatile ups and downs of a financialized economy whose health is measured by corporate stock indexes rather than the productivity of labor.

This chapter argues that Imagist poetry participates in the historical process of finance capital by developing the semiotics for a new form of value: affective intensity. Pound’s and H. D.’s Imagist poetry renders the raw moment of impact between bodies, which provides the foundation for affective experience, as an object of poetic study, literary representation, and semiotic problem to be solved. Therefore, Imagism, along with philosophical and commercial endeavors during this time period, lays the groundwork for affect to emerge as a value form in literature and as a site of social, economic, and cultural struggle under twentieth-century capitalist structures of power.

Chapter 6 turns to the consumption of patent medicines and toiletries and their impact on the Colombian market. By following their distribution, it explores the mechanisms and strategies employed by foreign manufacturers to infiltrate the market and gain widespread attention. It also shows how producers of patent medicines were the first to introduce modern advertising techniques to Colombians. As a result of such advertising, popular sectors were gradually incorporated into the world of foreign nostrums and toiletries, embracing the ideas that these commodities promoted and enforced. In spite of this, as the chapter demonstrates, Colombian men and women still transformed and domesticated their uses and their meanings in interesting and often unpredictable ways.

Tracing the trajectory of journalism fields in Africa from the 1700s to the early to mid-2000s, this chapter highlights the tensions between the political and journalism fields in postcolonial Africa. It focuses on the numerous ways political fields sought to assert control over journalism through colonial-era laws and using their financial muscle to cajole the fields. It shows that ideas about the role of journalism fields were contested both within and outside the field, with some in the field agreeing with the political field with regard to a limited approach to journalistic freedoms. It shows how political elites were keen on controlling journalism fields upon independence primarily because they were aware of the fields’ enormous potential to challenge their legitimacy after using them to push for independence.

Chapter Six explains how Rogers contributed greatly to a media revolution that reshaped American culture in the early 1900s. Beginning in 1922, he reached a vast new popular audience by becoming a nationally syndicated newspaper columnist (first with a weekly column, then a shorter daily one), writing regulary for magazines, making advertisements, cutting phonograph records, and making sporadic appearances in the new medium of radio. He also updated the old tradition of the lecture,regularly traveling throughout the nation to appear before audiences in town halls, lyceums, and churches. Throughout, Rogers deployed his talents as a cracker-barrel philosopher and down-home wit to interrogate America’s move to embrace a new consumer, urban, leisure-oriented culture.