Atmospheres of silence

Abstract

In a study of the affective atmospheres that surround the (non)consumption experiences of sexual health products, we developed the concept of “atmospheres of silence.” These are affective dynamics that emerge through the interactions of bodies and non-human bodies in place, where silence is sensed, made sense of, and enacted. Drawing on a decolonial femininist ethnography, we unveil affective tonalities such as shame, fear, and anger that are circulated through “atmospheres of silence” and the silent acts of omission and commission that they afford. By doing so, we create space for voices to be heard and for intersectional oppressions—rooted in the coloniality of gender—to be challenged. We contribute to the growing body of work on affective atmospheres in marketing, by showing how they not only envelop consumption but can also be oppressive and work as a barrier to consumption.