“We exploited Facebook to harvest millions of profiles. And built models to exploit that and target their inner demons”. Cambridge Analytica Whistleblower, Christopher Wylie.
It’s been a longstanding major area of concern, of course, that neurotechnologies and ‘behavioural change’ techniques may be used to redirect citizen decision making without their explicit permission. After all, neuromarketing – the idea that the brain, behaviours, emotions and preferences can reveal hidden and profitable truths – is founded on the development of strategies of persuasion in order to profit.
This doesn’t just raise ethical concerns in the market place, since neuromarketing strategies are being used in wider contexts, such as in shaping political narratives and communications, election campaigning, policy making and within the media. The motive for employing these techniques is nonetheless about gaining a profit, if not financially, then certainly in terms of advantage and power.
I have criticised behavioural economics extensively…
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