Review of Nemorin's Biosurveillance in New Media Marketing: World, Discourse, Representation

Thomas Kemple
2020 Surveillance & Society  
We might feel relieved to learn that mass media advertising and marketing have finally moved beyond treating the brain as a passive "buy button" or viewing consumers as cultural dopes. Not only are these marketing strategies now thought to be aspirational or implausible, they have also proven to be largely ineffective and unprofitable, at least in the long run. Attempts by advertising companies to access the subconscious emotional networks of consumers-through subliminal messages that
more » ... ages that side-step, short-circuit, or disrupt conscious deliberation, for instance-are widely seen as futile or unpredictable. The notion that even the most gullible consumer or impressionable shopper, when targeted by the right sales pitch, can be "nudged" into impulse buying relies on a set of outmoded metaphors of the brain-as-hardware or emotionsas-software. Since mass media is no longer the only message, new media must look for other ways to stimulate the pain-and-pleasure centres that yield pay and profit. The main move of these new corporate strategies lies in shifting the focus from a machine-model of
doi:10.24908/ss.v18i2.13943 fatcat:672pt2owfjal3mii3go4wkmjty