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Building on Sylvain Piron’s Généalogie de la morale économique: the moralization of work and the economic colonization of life
The modern economy does not merely regulate production and exchange; it has become a totalizing framework that shapes thought, emotion, and perception. As Sylvain Piron demonstrates in Généalogie de la morale économique, the logic of the market is not a self-evident rationality but the product of a long history of theological and philosophical constructions. What we now consider economic “truths” are, in fact, inherited moral structures that have undergone a process of secularization, making them appear natural and inevitable. This process of naturalization functions as a form of unconscious conditioning, shaping desires, anxieties, and even the fundamental experience of time and value (Graeber, 2012; Han, 2015).
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At the heart of this conditioning is the moralization of work. For much of human history, labor was considered a means to an end—whether for the sustenance of life or the pursuit of the vita contemplativa. Over time, however, particularly with the rise of Protestant ethics and later industrial capitalism, work became a moral imperative, a measure of one’s worth rather than a practical necessity (Weber, 1905). This transformation has had profound psychological consequences. The contemporary subject no longer works merely to survive or to secure well-being but out of an internalized sense of obligation, where productivity is equated with moral virtue. The inability to work, or even the refusal to submit to certain forms of labor, is thus experienced not simply as a material hardship but as a personal failure, leading to feelings of guilt, inadequacy, and self-recrimination (Ehrenberg, 2010; Berlant, 2011).
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The fabric of a modern, disillusioned, disengaged, and mentally unwell generation
Recent studies have revealed a significant shift in patterns of happiness and life satisfaction, particularly in English-speaking countries. Traditionally, well-being studies have observed a U-shaped curve, where young adulthood is associated with high life satisfaction, followed by a midlife dip and a subsequent rise in later years. Data now suggest a fundamental transformation in this pattern. Young people are experiencing a steady decline in happiness and life satisfaction, while older adults report greater well-being. This inversion of the U-shaped curve signals an emergent generational well-being crisis that demands closer examination (Twenge & Blanchflower, 2025).
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Multiple surveys, including the Behavioral Risk Factor Surveillance System (BRFSS), the General Social Survey (GSS), and the American National Election Survey (ANES), all point to a marked deterioration in well-being among young adults in the U.S. Similar trends have been identified in international datasets such as the European Commission’s surveys, the World Values Survey (WVS), the Global Flourishing Study, and Global Minds. Across six major English-speaking countries—Australia, Canada, Ireland, New Zealand, the UK, and the U.S.—life satisfaction has consistently declined among younger generations. At the same time, older adults have either maintained or improved their well-being, resulting in a striking reversal of the previous U-shaped happiness curve (Blanchflower & Twenge, 2025).
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From psychological warfare to military mobilization or how cybercapitalism prepares the western world for war
The economic and psychological warfare I describe in Tous soldats de la guerre psychologique (All Soldiers of Psychological Warfare) establishes a case for how these mechanisms serve as a prelude to full-scale military conflict. Unlike conventional warfare, which unfolds through direct armed confrontation, the total, fractal, and transversal war (la guerre totale-fractale-transversale) of cybercapitalism operates at a cognitive, affective, and economic level, transforming populations into both subjects and objects of war.This war is not waged between states in the traditional sense, but rather in, for, and against the population, with the objective of manufacturing the economic unconscious and fabricating consumable-consumerist-productivist subjectivities that can be enrolled into an indefinite and infinite war system. This transformation is driven by cybercapitalist psychological operations (PSYOP), which manufacture a permanent state of crisis while conditioning individuals into submission, hyper-vigilance, and participation in warlike economic structures. As a result, the Western world is not merely at risk of entering a military war—it is actively being prepared for one.
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Upwards of 40 percent of our health status is due to social and economic factors
According to the County Health Rankings for 2024, social and economic factors account for about 40% of the variation in health outcomes—a striking statistic that powerfully illustrates that nearly half of community health is determined not solely by individual choices, but by broader structural conditions (County Health Rankings, 2024). This empirical framework emphasizes measurable variables such as education, employment, income, family and social support, and community safety. These indicators serve as indispensable benchmarks for public policy, offering clear, actionable targets to improve overall well-being (Braveman & Gottlieb, 2014). While these tangible determinants are critical, they are only the surface expressions of a much deeper system of economic unconscious codes—the implicit cultural and ideological narratives that have long dictated how societies assign worth, distribute resources, and prioritize opportunities (Marmot, 2005).
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Brain Rot and Engineered Vision: why the brain never stops consuming
In the modern era, consumption is no longer a discrete activity confined to moments of explicit decision-making. Instead, neuromarketing research suggests that our brains are engaged in an ongoing dialogue about value, desire, and decision-making, even when we are not actively shopping (Ramsøy, 2019). This challenges traditional economic and psychological models that assume a clear demarcation between ‘shopping mode’ and everyday cognition. Instead, we must recognize that consumer choice is embedded within our constant cognitive processes, shaping not only our purchasing behavior but also our broader perception of the world.
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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.
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 or 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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Whether you are an academic, journalist, practitioner, or simply a curious individual seeking to make sense of the forces shaping the modern world, E.U.LABORATORY 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.U.LABORATORY 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.U.LABORATORY 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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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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