, Volume 34, Issue 4, pp 945–946 | Cite as

Tony D. Sampson: The Assemblage Brain. Sense Making in Neuroculture

Minneapolis, London: University of Minnesota Press, 2017
  • Tero KarppiEmail author
Book Review

In The Assemblage Brain. Sense Making in Neuroculture, Tony D. Sampson draws out a model for a dystopian media theory, where corporations have a soul and a brain but hardly any conscience. Following Deleuze (1992), the soul is defined as the soul of marketing aiming at rapid short-term turnovers without limits and functioning as an instrument of social control. What Sampson argues throughout his book, is that the soul of Deleuze’s post-script on the societies of control is now coupled with the manipulation and exploitation of the brain for example in “the shape of the practices of neuromarketing” (75).

The brain is the main figure of Sampson’s book, and what he is interested in is how the brain’s potential is harnessed in our contemporary culture of capitalism. Neuromarketing, neuropower, neuropharmacy, neurolabor and neurocapitalism, for Sampson, are answers to the historical, political and theoretical question of, what can be done to the brain. Tracing phenomena such as brain wave...


  1. Deleuze G (1992) Postscript on the Societies of control. October, Vol.59 (Winter):3–7Google Scholar
  2. Sampson TD (2012) Virality: contagion theory at the age of networks. University of Minnesota Press, MinneapolisCrossRefGoogle Scholar
  3. Sampson TD (2017) The assemblage brain. Sense Making in Neuroculture Minneapolis. University of Minnesota Press, LondonGoogle Scholar

Copyright information

© Springer-Verlag London Ltd., part of Springer Nature 2018

Authors and Affiliations

  1. 1.Institute of Communication, Culture, Information and Technology (ICCIT)University of Toronto MississaugaMississaugaCanada

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