Putting the Neuron to Work: 4 of 4

Two Questions Concerning Legitimate Practices and Subjectivation in Neuropersuasion.

4 of 4

Subjectivation at the level of the Neuron.

So what kind of subjectivity does neuromarketing present? Here I have found Tarde very useful. His microsociology is not really interested in the conscious human level of experience (individual or collective): a Tardean assemblage makes no distinction between individual persons, bacteria, atoms, cells, or larger societies of events like markets, nations, and cities. As Bruno Latour puts it, with Tarde, “everything is individual and yet there is no individual in the etymological sense of that which cannot be further divided” (Latour 2009: 11).

It is indeed at the level of the firing neuron that the subjectivations of neuromarketing occur.  The neuromarketer thus exploits the relation between what is unconsciously associated in the brain and a particular social action, that is, purchase intent.

When neuropersuasion puts the neuron to work it becomes just another aspect of the controlling deterritorialized strata of (non)cognitive capitalism.

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About Virality

Tony D. Sampson is Reader in Digital Culture and Communications at the University of East London. A former musician, he studied computer technology and cultural theory before receiving a PhD in sociology from the University of Essex. His publications include The Spam Book, coedited with Jussi Parikka (Hampton Press, 2009), Virality: Contagion Theory in the Age of Networks (University of Minnesota Press, 2012), The Assemblage Brain: Sense Making in Neuroculture (University of Minnesota Press, 2016) and Affect and Social Media (Rowman and Littlefield, due 2018). He is organizer and host of the Affect and Social Media conferences in the UK, a co-founder of Club Critical Theory and Director of the EmotionUX Lab at UEL. He occasionally blogs at: https://viralcontagion.wordpress.com/ Full academic profile: https://www.uel.ac.uk/Staff/s/tony-sampson
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