Maebh Long
This article offers a sociopolitical perspective to histories of immunology by tracing early discourses of immunity as they circulated beyond scientific developments and into public culture. Drawing on newspaper advertisements from Britain, Ireland, Australia, and New Zealand in the late 19th and early 20th centuries, the author identifies earlier conceptualizations of immunity within interconnected colonial and cultural contexts shaped by the British Empire and outlines how immunitary logics of individualism, protection, risk management, labor, and power were formed within marketing media. Advertisements framed immunity as a purchasable and personal asset, offering security against modern anxieties such as disease, environmental instability, social uncertainty, and the loss of power. Foregrounding immunity as an individual responsibility and commercial ideal, these narratives emphasized isolation and defense rather than interdependence, embedding conservative immunitary logics that prioritized the individual over the group, sought to retain power, and presented the nonhuman as threat.