Limbic Capitalism: Article Review

By Jacob C. Maichel

I have been reflecting a lot on technology and it's role in our lives, as well as how our consumption of the internet and its impact on our social relationships. I recently came a across an article by David Courtwright, How 'Limbic Capitalism' Preys on Our Addicted Brains, which was a thought provoking read and I suggest you check it out. If you do not however I plan to discuss it and share some thoughts.

The first thing I found interesting was the concept of "limbic capitalism," a fresh use of capitalism to explain pyscological consumption. I do not want to discuss the traditional idea of capitalism in this review, strictly this specific nuanced interpretation provided by Courtwright. These same advances which provide an abundance of conveniences also pervert previous business models by promoting excess consumption, often leading to addictions. Such societies are run by governments or underground organizations whose products are focused on consumer's biological limbic system. The limbic system influences behaviors such as motivation and emotional responses and, yes you guessed it, addiction.

Courtwright next takes a step back to examine historical examples of simplified understandings of vices, exemplified by Victorian-era reformers. These reformers are said to have thought vices were dependent on the local culture, as well as noticing that all vices seemed to have a few things in common. The first was monetizing vices is often big money, the second is that vices are often linked. Rarely is a brothel without booze or an opium den far from a casino, Courtwright claims.

Contemporary neurologists now confirm the Victorian beliefs on vices through our understanding of how dopamine promotes pain and pleasure. These subconscious responses condition people’s reactions to similar stimulation in the future. What this means is that people tend to do what their brain tells them is rewarding even if they know it is bad for them. This is why addicts continue to crave something even after they do not want to do it anymore, in a sense, your brain is stuck
So what does all of this have to do with technology? It is undeniable the amount of luxury and conveniences brought by technology, however, understanding it in the context of limbic capitalism is an interesting thought (the irony of this being typed on a computer is not missed on me). Courtwright states:

The more rapid and intense the brain reward they [the product] imparted, the likelier they [the consumer] were to foster pathological learning and craving, particularly among socially and genetically vulnerable consumers.

Internet technology and products that evolved based on its existence were developed at unprecedented rates since its inception. This greater accessibility and affordability of the internet has made new products available, good and bad, bringing with them new vices and addictions. Think of the gamer who now sits down slurpin' Mountain Dews all day, or the average person who scrolls through thousands of tweets. Not only can entrepreneurs exploit new vices that come by chance but rather create and market products by playing into addictive behavior to increase demand. While I am not sure if he is right or wrong on this question I can't think of a video game that is made to be played for 15 minutes a day.

I do highly recommend giving the entire article a read. The discussion on both the monetization of addiction and how technology fits in is very thought provoking to say the least. My concern is how these psychologically damaging practices which target our limbic system are omnipresent in our daily life. It is without question that technology has brought tremendous advances in many aspects of our lives, such as communication and the spread of information. The unanswered question is this: although we are reaping the benefits at what cost to our personal relationships and psycologial wellbeing?

Jacob C. Maichel is a Graduate Assistant at the Gwartney Institute and an MBA student at Ottawa University