Poor in World: Augmenting Animality

Abstract

This chapter continues the inquiry into representations of the consumer with a focus on the metaphor of brain as animality. The relationship between world and animality illuminates how certain guiding metaphors play out in the discourse of neuromarketing as dehumanising mechanisms. The idea of human animality has been used to signify the way in which biological-determinist ideology has tended to shape human subjectivities in networked societies.