Being overwhelmed with stimuli can become a mechanism of control as well. This is the idea behind Franco Berardi’s theory of “cognitarian subjectivation,” which, by forcing us to turn our emotional experience into productive labor, threatens to overwhelm the organic limits on our ability to perceive. ”Today it is the social brain that is assaulted by an overwhelming supply of attention-demanding goods,” he argues. “The social factory has become the factory of unhappiness: the assembly line of networked production is directly exploiting the emotional energy of the cognitive class.” The economy is being organized to maximally harness the energy people spend making consumerist choices to create identity within consumerism’s code and thereby strengthen that code. The mode of exploitation is oversaturation.
Posted on: Sat, 23 Nov 2013 03:58:30 +0000
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