WiReD magazine’s editor-in-chief Chris Anderson has just seen the end for scientific theories. And it is called Google.
In psychology, Behaviourism was one favoured development. Its ontology does not include people with minds, only biological entities with patterns of behaviour. The rise and rise of neuro-science is correlated with this. Another is politics. The New Labour government in the UK boasts almost daily that it is in the business of “modifying behaviour”.
Even when this type of thinking is felt to be repugnant, the tendency remains to treat people as parametrically determined objects. The phrase “hearts and minds” admits that people feel and think, but implies that what matters is to ascertain which feelings and thoughts affect them most strongly. Modern politics consists to a large extent of this type of appeal, and that part conducted through the media, almost exclusively.
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