The tendency of the public and medical institutions to perceive fetuses as human is a problematic development because it has the potential to privilege fetuses over women. There is no question that the fetus as subject has been of historical importance. Whereas personhood The state or condition of being a person, especially having those qualities that confer distinct individuality: "finding her own personhood as a campus activist" was once gained through the social world, in Western contemporary society both mothers and fetuses establish identities through reproductive technology Reproductive technology is a term for all current and anticipated uses of technology in human and animal reproduction, including assisted reproductive technology, contraception and others. and technoscience. As childbirth is an embodied, deeply personal experience for women, I interrogate the emergence of the fetishised public fetus and the postmodern, technologised pregnant female body from which the fetus emerges. I argue that visualisation of the fetus has transformed the relationship between mother and child in the areas of consumerism, commodificationCommodification (or commoditization) is the transformation of what is normally a non-commodity into a commodity, or, in other words, to assign value. As the word commodity has distinct meanings in business and in Marxist theory, commodification
of childhood and public health campaigns. As the fetus is enfranchised as an equal participant in society through ultrasound visualisation, I contend that this form of reproductive technology creates a new paradigm New Paradigm
In the investing world, a totally new way of doing things that has a huge effect on business.