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.

About Virality

Tony D. Sampson is Reader in Digital Culture and Communications at the University of East London. He has a PhD in social-cultural-digital contagion theory from the Sociology Department at the University of Essex. He is a former art student who re-entered higher education in the UK as a mature student in the mid-1990s after a long stint as a gigging musician. His career in education has moved through various disciplines and departments, including a maths and computing faculty, sociology department and school of digital media and design 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), Affect and Social Media (Rowman and Littlefield, July 2018) and The Sleepwalker's Guide to Social Media (due 2020 with Polity Press). Tony is the organizer and host of the Affect and Social Media conferences in the UK (see archive on this blog). As a co-founder and co-director of the public engagement initiatives, Club Critical Theory (CCT) and the Cultural Engine Research Group (CERG), Tony has been project lead on a number of funded projects that bring impactful critical theories into the community and local political sphere to approach. These activities have included large conferences, symposia and informal lectures/workshops in pubs and community centres, co-organized with community groups and local authorities. Tony occasionally blogs at: https://viralcontagion.wordpress.com/ Full academic profile: https://www.uel.ac.uk/Staff/s/tony-sampson
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