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Managing and designing curated lives

One of the defining features of cybercapitalism is the curation of personal identity for public consumption. Social media platforms such as Instagram, LinkedIn, and TikTok encourage users to construct idealized versions of themselves, engaging in what Marwick (2013) terms "self-branding," wherein individuals market themselves as products within the digital economy. This process is not simply a matter of self-expression; it is deeply shaped by algorithmic forces that dictate visibility and engagement. Bucher (2017) highlights how these algorithms create feedback loops that push users toward specific forms of self-presentation, privileging content that aligns with platform incentives. The consequence is an environment where personal identity is increasingly commodified, and success is often measured in metrics such as likes, shares, and follower counts.

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Damaged life according to Adorno

What is presented as “freedom” in capitalist society is, in reality, a highly structured system of coercion, where individuals internalize the demands of the system and mistake them for their own.

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Perhaps most disturbingly, Adorno sees capitalism as having an inherent totalitarian potential, not through direct political oppression but through more subtle forms of economic and cultural control. Even in so-called free societies, individuals experience domination—not through state violence but through economic coercion, social conditioning, and cultural manipulation. Capitalism functions not merely by limiting material freedoms but by shaping people’s very perception of reality, making them unable to imagine alternatives.

 

For Adorno, the good life is impossible under capitalism. Every attempt at genuine freedom, happiness, or intellectual independence is distorted by the system’s economic imperatives. Minima Moralia, written in exile, reflects his deep sense of displacement and pessimism about modernity. It is not simply a work of despair—it is also a critical tool, urging readers to resist the dehumanizing effects of capitalism through critical thought, cultural engagement, and an unwavering commitment to intellectual freedom. Life under capitalism is damaged not just because it is exploitative, but because it conditions people to accept their own subjugation, eroding the very possibility of authentic human existence.

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Liviu Poenaru: Cybercapitalism Is the Greatest Danger To Modern Society

Since antiquity, the concept of the unconscious has fascinated thinkers, from Plato’s allegory of the cave to Freud’s psychoanalytic theories. However, despite extensive research in psychology and neuroscience, the economic unconscious (EU) remains an under-theorized and elusive construct. Poenaru argues that this blind spot exists because the EU is both omnipresent and strategically repressed. It manifests in individual and collective behaviors yet resists formal recognition as an academic discipline.

 

Capitalism has exploited this unconscious domain by reshaping the wiring of the human brain. Through targeted digital advertising and the manufacturing of digital addictions through our phones and devices, corporations manipulate desires and anxieties to maintain consumption and production cycles. This "invisible hand" of the economic unconscious governs behaviors and beliefs, often without individuals realizing their complicity in self-exploitation.

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The analog urgency: Reclaiming depth and connection in a digital age

In education, this urgency is exemplified by Sweden’s recent decision to reintegrate printed textbooks into classrooms. This move reflects a growing awareness that foundational skills like reading, writing, and problem-solving are best nurtured through analog approaches. Sweden’s shift is a response to declining literacy rates and attention spans, issues exacerbated by the overuse of digital devices in learning environments.

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Research shows that reading on screens (especially those with bright lights) can cause more eye strain and less focus compared to paper books. Plus, understanding what you read and remembering it takes a hit when you’re staring at screens.

 

One big gripe has been how distracting digital devices can be. Lots of students get sidetracked by games or surfing the web during class instead of sticking to their studies. This screen obsession also raises flags about social skills and attention spans in school settings. Parents and teachers are pretty vocal about these issues; many parents worry about their kids using computers for things other than learning.

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Intellectual Darkness and the Future of Humanity

The future of knowledge itself could face the gravest consequences in this dystopian scenario. The democratization of knowledge promised by technology might give way to its corporatization and centralization. A few powerful entities could control access to vast knowledge repositories, leveraging proprietary algorithms to gatekeep information. Knowledge could become privatized, commodified, and weaponized, with critical discoveries, historical truths, and scientific advancements hidden behind paywalls or manipulated for corporate or political gain. In this world, intellectual exploration might no longer be a human right but a privilege reserved for elites.

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Furthermore, the integrity of knowledge could be eroded entirely. As generative AI and deepfakes blur the lines between fact and fiction, humanity might lose its ability to trust any source of information. The very concept of objective knowledge could disintegrate, replaced by competing "realities" tailored to individual preferences or agendas. Without a shared epistemological foundation, collective problem-solving and global cooperation could collapse. Humanity might retreat into intellectual isolation, each person or group trapped within their algorithmically curated "truths," incapable of engaging with alternative perspectives or building common understanding.

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Autistic Sensitization of Western Individual and the War against the Self

This work explores the profound impact of cybercapitalism on human behavior, emotional regulation, and societal norms, arguing that the pervasive digital environment fosters hypersensitivity akin to autistic traits, such as heightened emotional reactivity, hyperfocus, and social navigation challenges. Unlike the neurodevelopmental origins of autism spectrum conditions, this hypersensitivity emerges from the external pressures of algorithmic manipulation, performance-driven metrics, and hyper-individualistic ideologies inherent in cybercapitalist systems. By examining these dynamics, the work situates the commodification of emotional reactivity as a central mechanism driving cycles of consumption, burnout, and self-alienation.

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The paths followed in this exploration are diverse and interconnected. First, it draws on interdisciplinary perspectives, including neurobiology, psychology, and cultural analysis, to unpack the mechanisms underlying this hypersensitivity. Second, it integrates critiques from thinkers such as Laurent Alexandre and Christopher Wylie, who highlight how technological systems intentionally cultivate traits that sustain engagement and profitability. Third, it leverages metaphors such as Poenaru’s depiction of the West as an autoimmune disease to frame the psycho-immunological dynamics of self-fragmentation. Finally, the work proposes actionable alternatives, advocating for a shift from the self-centered values perpetuated by cybercapitalism toward solidarity, collective care, and the ethical design of digital platforms.

 

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Adolescent Mental Health in the Digital Age: Linking the CATS Study Findings to the Neurocognitive and Emotional Impact of Screentime, Social Media, and Sociocultural Pressures

The alarming findings from the Child to Adult Transition Study (CATS), published in The Lancet article titled "Tracking the course of depressive and anxiety symptoms across adolescence: a population-based cohort study in Australia," shed light on the pervasive mental health challenges faced by adolescents. According to the study, nearly three-quarters (74%) of adolescents experience clinically significant symptoms of common mental disorders (CMDs) such as depression and anxiety during adolescence. These symptoms often take a chronic course, with over half of those affected reporting persistent symptoms over multiple years. 

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Brain Rot: A Reflection on the Cognitive Impact of the Digital Age

The Oxford University Press's selection of "brain rot" as the Word of the Year for 2024 is a poignant reflection of contemporary societal concerns regarding the pervasive influence of digital media on cognitive health. Defined as the deterioration of mental or intellectual faculties due to excessive consumption of trivial or unchallenging online content, the term encapsulates the anxieties surrounding the omnipresence of superficial digital stimuli.

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When Algorithms Decide: How Digital Power is Winning Elections Over People

The Romanian case is not an isolated incident but rather a symptom of a broader transformation in how societies process information and make collective decisions. Social media platforms have fundamentally altered the way information is disseminated and consumed, often outpacing the ability of regulatory frameworks to keep up. The pervasive reach of these platforms, combined with their capacity for micro-targeting and content personalization, allows them to exert influence on a scale that is both global and deeply individualized. This power is not merely technological; it has profound political, economic, and psychological implications. The Romanian election is a vivid example of how these dynamics can be exploited, with external actors leveraging algorithmic systems to manipulate public opinion and disrupt electoral processes.

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Bad is better. The Paradox of Negative Stimuli Preference and its Exploitation for the Spread of the Digital Pandemic

Our cognitive processes inherently prioritize the processing of negative stimuli (Baumeister, 2001; Soroka, Fournier, & Nir 2019), a fact that has not gone unnoticed by the media, particularly social networks. This predisposition, known as the negativity bias, means that humans are more likely to focus on and remember negative information over positive or neutral information. Evolutionarily, this bias may have helped humans survive by making them more alert to dangers and threats. However, in the modern context of constant digital media consumption, this bias can have detrimental effects (Garrett, 2009; Martínez-Cortés & Núñez-Gómez, 2020; Sunstein, 2017; Bessi & Ferrara, 2016; Guess, Nyhan, & Reifler 2018). 

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JOIN E.S.LAB

Whether you are an academic, journalist, practitioner, or simply a curious individual seeking to make sense of the forces shaping the modern world, E.S.LAB offers an inclusive platform for inquiry and exchange. By uncovering the unseen dynamics of cybercapitalism, the platform inspires critical awareness and collective agency, encouraging transformative solutions to the challenges of our time.
 

ANNUAL PUBLICATION INITIATIVE: CURATING CRITICAL REFLECTIONS​​​​

 

In its commitment to fostering rigorous interdisciplinary inquiry and making cutting-edge research accessible to a broader audience, E.S.LAB is proud to launch an annual publication initiative. This project will result in the publication of a book each year, compiling a selection of the most insightful and thought-provoking articles contributed to the platform. By consolidating these works into a single volume, E.S.LAB seeks to deepen the global dialogue on cybercapitalism, mental health, and the economic unconscious, offering readers a comprehensive resource that captures the evolving landscape of these critical issues.

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VIDEO

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Economic Unconscious Therapist:

 

Identify and explore hidden biases related to economic codes, consumption patterns, and digital life that may contribute to mental health challenges! This AI guide invites you to explore the subconscious beliefs, emotions, and perceptions injected into your psyche through your relationship with an environment increasingly saturated with economic imperatives. It offers insights to help you cultivate healthier connections with the digital world.

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Chat with Economic Therapist HERE

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We have been conditioned and imprinted, much like Pavlov's dogs and Lorenz's geese, to mostly unconscious economic stimuli, which have become a global consensus and a global source of diseases.

Poenaru, West: An Autoimmune Disease?

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