economic subpersonal
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Liviu Poenaru: Cybercapitalism Is the Greatest Danger To Modern Society
Patrick Kariuki, Jan. 26, 2026
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We live in an age defined by cybercapitalism and its algorithms. It drives every aspect of human behavior, especially consumption, production, and even societal illnesses. Liviu Poenaru, PhD exposes how cybercapitalism has hijacked and dominated our unconscious mind in his book Economic Unconscious (EU).
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Unveiling the Economic Unconscious
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.
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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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Capitalism’s Psychological Blueprint
At the heart of the economic unconscious lies capitalism’s ability to rewire human psychology. Drawing from Freud’s concept of the unconscious and Marx’s critique of commodity fetishism, Poenaru identifies a critical evolution: the shift from psycho-sexual motivations to psycho-economic drives. In Freud’s framework, the unconscious was shaped by early familial dynamics, such as the Oedipus complex. Today, Poenaru argues, the "corporate patriarch" has replaced the archetypal father figure, dictating societal norms and personal aspirations through economic dictates.
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This transformation is particularly evident in what Poenaru terms "anthro-cybercriminal capitalism," where digital marketing exploits unconscious emotional vulnerabilities. The algorithms of cybercapitalism shape not only consumer habits but also societal values. Social media platforms, for instance, capitalize on users’ fear, anxiety, and desire for validation to drive engagement and consumer behavior. The resulting pathologies—ranging from digital addiction to self-harm among adolescents—highlight the dire consequences of this unchecked manipulation.
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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 source of diseases."
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The Digital-Economic Unconscious
Poenaru’s analysis of the “excitation of limits” explores how sensory overload and perpetual connectivity weaken individuals’ psychic defenses. This results in a “beta screen” phenomenon, in which individuals struggle to process and adapt to their environments, leading to heightened vulnerability to external influences.
Our eyes are now a critical battleground, as they have been hijacked and held hostage by “scopic capitalism”, which transforms humans into compulsive consumers of images, from curated Instagram feeds to algorithm-driven advertisements. These visual stimuli exploit evolutionary survival mechanisms, bypass rational thought, and embed codes into the unconscious mind that serve the interests of capital.
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Poenaru notes:
These codes are particularly salient in economies characterized by stark inequalities, rapid technological adoption, and evolving cultural values. They not only create emotional distress but also influence behaviors, beliefs, and coping mechanisms in ways that undermine mental health. In Kenya, where citizens lead globally in time spent on social media platforms, surpassing notable countries such as South Africa and Brazil, the intersection of economic warfare and scopic colonialism significantly influences the country’s disease burden.
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The Warrior Unconscious
Perhaps the most alarming aspect of cybercapitalism is its role in shaping collective ideologies. Poenaru’s exploration of propaganda underscores its psychological impact in the age of cybercapitalism. Unlike traditional propaganda, which relied on overt messaging, today’s strategies are subliminal, leveraging data analytics and emotional contagion to manufacture consent. The result is a “warrior unconscious” mindset primed for perpetual conflict—not on battlefields, but in ideological and consumer arenas.
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Republicans in the United States have exemplified this mastery of communication, strategically utilizing targeted messaging to shape public opinion and policy discourse. By leveraging data-driven insights, they have outmaneuvered Democrats in creating emotionally resonant narratives that tap into the economic unconscious. These narratives, often framed around themes of economic insecurity and cultural identity, resonate deeply with voters, demonstrating the potency of these strategies.
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Toward a Critical Paradigm
Addressing the challenges posed by the colonization of the unconscious mind by cybercapitalism requires a transdisciplinary approach. Poenaru advocates for a new scientific paradigm that integrates psychoanalysis, neuroscience, sociology, and economics. This paradigm must uncover the hidden machinations of cybercapitalism on the Economic Unconscious and offer tools to diagnose and counteract its pathological effects.
Such an approach is not merely academic but also activist. By exposing the mechanisms of cybercapitalism, scholars and policymakers can empower individuals to reclaim agency over their minds and behaviors. The survival of democracy depends on voters breaking free of cybercapitalism and regaining full control of their minds and behaviors.
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This includes fostering media literacy, promoting ethical standards in AI and marketing, and challenging the socio-economic systems that perpetuate exploitation.
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A Call to Reflection
In a world increasingly dominated by algorithms and economic imperatives, the question is not whether we are being influenced, but how we can resist. Are we willing to challenge the corporate patriarchs and reclaim our psychological autonomy? Or will we remain complicit in the self-destructive cycles of an economic unconscious hostage to cybercapitalists?
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The answer lies in our collective willingness to reflect, resist, and reimagine a more equitable future.
As cybercapitalism continues to evolve, so too must our understanding of its psychological and societal implications. Poenaru’s work serves as a clarion call for intellectual rigor and public engagement, urging us to confront the invisible forces shaping our lives.
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