Move over, neurocinematicsneurocapitalism reaches far beyond the theatre and focus group in its all-pervasive influence! Well, not quite, but Martin Börjesson responds to an article that uses the term as its title in order to make a point about the increasing ubiquity of neuroscience and the effects that it will have on every aspect of our lives, be they public or private:

The real reason why neurophysiological knowledge will have huge impact is rather that we are heading into a world where 1st person experiences, emotions and perspective will dominate. This shift is very well matched to what neurophysiology is promising: e g to solve people’s (perceived) disorders and fix (perceived) shortcomings, but also to boost experiences and create (artificial) peace of mind. Institutions will, part from selling all the neuro-based drugs, devices and services to people, use the new knowledge to both manipulate people but also get new insight in what people wants in order to be able and develop and market products and services more efficiently and effectively.

So even if we will not have a Neurocapitalism, we will most likely have a market in where many, many products and services will be based on or transformed by the new knowledge, ideas and innovations that stem from neurophysiological research.

As with basic psychology, knowledge is power; if you want to be able to resist the imminent finely-crafted importunings of anyone who can afford the right neurological research, you’ll need to learn which tricks they’ve found effective so as to protect yourself against them. But start small – why not learn a little about the emotional psychology of retail as a warm-up [via BoingBoing; image via Hljod.Huskona]?

One thought on “Neurocapitalism”

  1. You might want to read Coercion in which Douglas Rushkoff posits that our adaptation to cope with this kind of manipulation has a detrimental effect on healthy social behavior. A very good read.

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