A Theory of Manipulation: Critical Perspectives
This chapter presents the main themes that run through the book, including issues of representation and surveillance. Starting with an overview of how cultural studies has taken up marketing over the years, the chapter then considers the role played by discourse for making sense of consumer representations, and how pervasive neuro-technologies are being used by companies for consumer biosurveillance. The discussion also introduces the philosophical and theoretical underpinnings of the book: a hybrid of textual analysis and Heideggerian analytics. It explains how Heidegger’s tripartite thesis (the stone is worldless, animal is poor in world and man is world-forming) will be used to analyse how the consumer is represented through the discourse of neuromarketing.