Affect in Media and Communication Studies: Potentials and Assemblages
After a general mapping of the different understandings of affect, this article focuses on two aspects of a Deleuze-Guattarian understanding of affect which are of particular relevance for media and communication studies. The first is understanding affect as <em>potential</em>. It is through the forces of encounter that bodies are affected and that these affections then can be turned into action, into their capacity to affect. The second is understanding the perpetual <em>becoming</em> that takes place through continual encounters between bodies; with each encounter, the body changes, however slightly and subtly. The concept of <em>assemblage</em> that allows one to grasp these dynamics and complexities is discussed as an approach towards a much more complex theoretical grounding for processes of agency and power. Working with affect in media and communication studies, a three-fold strategy will be presented: to analyse how media generate affects and capitalise on them; to analyse what media do—in the sense of mobilizing potential; to analyse phenomena of mediated communication as assemblages. The article ends with challenges and new paths for conducting research on affect.