It is probably a good thing that the theme of this conference has puzzled me. I see this as a sign that there is research going on and that frontiers are being moved – although I have not been part of it and therefore have something to learn, like most people. That is how research should function: discover the unexpected, ideally in the most mundane and everyday context. However, is this really an issue? What could they mean by asking us, in our day and age, to consider Media, Body and Soul?