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Augmenting Animality

其他書名	Neuromarketing as a Pedagogy of Communicative Surveillance
出版	University of Toronto, 2015
URL	http://books.google.com.hk/books?id=l48_zwEACAAJ&hl=&source=gbs_api

註釋This research project considers ethical questions around neuromarketing and its implications for human freedom: How is neuromarketing shaping our subjectivities? How is neuromarketing disrupting our processes of meaning-making? If neuromarketing is scrambling our thinking, can we be free at all? The findings of this inquiry reveal that the practices inherent in the operations of neuromarketing as a form of communicative surveillance instrumentalize the consumer as a means to advertising ends. Neuromarketing discourse constructs and interprets consumers as brain images and particular brain types, reduced further to kinds of instinctive/affective reflex triggers to external advertising stimuli. The key difference between traditional forms of marketing and neuromarketing lies in what the technological apparatus can do to manipulate the consumer brain, that is, bypass the consumer's capacity for critical reflection, reducing the consumer to the metaphor of mind as animality via the animalization of thinking, as this dissertation seeks to argue. My research seeks to further understandings of the relations between neuromarketing and constructions of consumer subjectivities. I present a critical hermeneutics of neuromarketing discourse through an examination of narrative devices embedded in multimodal textual artifacts, looking to reveal recurrent themes, metaphors, explicit and implicit assumptions, beliefs, and values. I draw on a hybrid analytic that merges thematic textual analysis and philosophy, using Heidegger's tripartite thesis that the stone is worldless, animal is poor in world (animality), and man [sic] is world-forming, as a conceptual frame for showing how the discursive structures of neuromarketing work to animalize consumer thinking as a brain to study, disinhibit, and manipulate for instrumental ends. The tripartite division is useful heuristically as a method for revealing the crudeness of certain dimensions of the neuromarketing program inasmuch as they assume the consumer is situated in an understandable world, without explicating the process of understanding and/or the concept of "world" when meaning-making. I contend that neuromarketing aims to disrupt and override the thinking processes of consumers. By disrupting thinking, neuromarketing works in opposition to freedom of intelligence as foundational to a democratic way of life. Neuromarketing technique violates our freedom to choose.