publication . Article . 2017

Picture perfect: ‘4D’ ultrasound and the commoditisation of the private prenatal clinic

Thomas, Gareth Martin;
Open Access English
  • Published: 01 Jul 2017
  • Publisher: SAGE Publications
Non-medical ‘4D’ ultrasound is commercially advertised as promoting maternal ‘bonding’, providing reassurance, and tendering entertaining experiences for expectant parents. Despite the proliferation of this technology, it has not yet been subjected to sufficient social scientific attention. Drawing on an ethnography of a private prenatal clinic in the UK, I explore how 4D scans, providing detailed real-time images of a foetus, have transformed the prenatal clinic into a site of consumption. I argue that the discourse present in 4D scans and the materiality of the clinic achieve two things. First, it blurs the boundary between clinical and nonclinical practices. ...
free text keywords: HM, RG, H1, HQ

Cook DT (2013) Introduction: specifying mothers/motherhood. Journal of Consumer Culture 13(2): 75- 78.

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