Political-ideological neuromarketing: : a silent weapon for quiet (hybrid) wars
The work analyzes the role of Neuromarketing applied within the political-ideological dimension [NPI], as a communicational tool to build hegemonic discourses: its influence on society and its effort to make subordinate elements invisible; which assigns it a role as a weapon for Psychological Operat...
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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Universidad Nacional de Rosario
2021
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| Acceso en línea: | https://perspectivasrcs.unr.edu.ar/index.php/PRCS/article/view/439 |
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I15-R203-article-4392022-07-09T04:20:15Z Political-ideological neuromarketing: : a silent weapon for quiet (hybrid) wars Neuromarketing político-ideológico: : arma silenciosa para guerras (híbridas) tranquilas Martínez, Daniel Hegemony Political neuromarketing Hybrid war Domain logic Counterhegemon Hegemonía Neuromarketing político Guerra híbrida Lógica de dominio Contrahegemonía The work analyzes the role of Neuromarketing applied within the political-ideological dimension [NPI], as a communicational tool to build hegemonic discourses: its influence on society and its effort to make subordinate elements invisible; which assigns it a role as a weapon for Psychological Operations [PsyOps], and an advantage for informational hybrid wars, within which power is disputed, locally and internationally. For this, a bibliographic review is carried out to propose the main variables for the analysis of the NPI, in the construction and justification of the domain logic, and its possible uses, to elaborate counter-hegemonic narratives. El trabajo analiza el rol del neuromarketing aplicado dentro de la dimensión político-ideológico [NPI], como herramienta comunicacional para construir discursos hegemónicos: su influencia en la sociedad y su esfuerzo por invisibilizar elementos subordinantes; lo que le asigna un rol como arma para Operaciones Psicológicas [PsyOps], y una ventaja para las guerras híbridas informativas, dentro de las que se disputa el poder, local e internacionalmente. Para esto, se realiza una revisión bibliográfica para plantear las principales variables para el análisis del NPI, en la construcción y justificación de la lógica de dominio, y sus posibles usos, para elaborar narrativas contrahegemónicas. Universidad Nacional de Rosario 2021-07-08 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Convocatoria por invitación application/pdf https://perspectivasrcs.unr.edu.ar/index.php/PRCS/article/view/439 10.35305/prcs.vi11.439 Perspectivas Revista de Ciencias Sociales; Vol. 6 No. 11 (2021): Perspectivas Revista de Ciencias Sociales No. 11 Enero-Junio 2021; 331 - 363 Perspectivas Revista de Ciencias Sociales; Vol. 6 Núm. 11 (2021): Perspectivas Revista de Ciencias Sociales No. 11 Enero-Junio 2021; 331 - 363 2525-1112 spa https://perspectivasrcs.unr.edu.ar/index.php/PRCS/article/view/439/256 Derechos de autor 2021 Autor https://creativecommons.org/licenses/by-nc-sa/4.0/deed.es |
| institution |
Universidad Nacional de Rosario |
| institution_str |
I-15 |
| repository_str |
R-203 |
| container_title_str |
Perspectivas – Revista de Ciencias Sociales |
| language |
Español |
| format |
Artículo revista |
| topic |
Hegemony Political neuromarketing Hybrid war Domain logic Counterhegemon Hegemonía Neuromarketing político Guerra híbrida Lógica de dominio Contrahegemonía |
| spellingShingle |
Hegemony Political neuromarketing Hybrid war Domain logic Counterhegemon Hegemonía Neuromarketing político Guerra híbrida Lógica de dominio Contrahegemonía Martínez, Daniel Political-ideological neuromarketing: : a silent weapon for quiet (hybrid) wars |
| topic_facet |
Hegemony Political neuromarketing Hybrid war Domain logic Counterhegemon Hegemonía Neuromarketing político Guerra híbrida Lógica de dominio Contrahegemonía |
| author |
Martínez, Daniel |
| author_facet |
Martínez, Daniel |
| author_sort |
Martínez, Daniel |
| title |
Political-ideological neuromarketing: : a silent weapon for quiet (hybrid) wars |
| title_short |
Political-ideological neuromarketing: : a silent weapon for quiet (hybrid) wars |
| title_full |
Political-ideological neuromarketing: : a silent weapon for quiet (hybrid) wars |
| title_fullStr |
Political-ideological neuromarketing: : a silent weapon for quiet (hybrid) wars |
| title_full_unstemmed |
Political-ideological neuromarketing: : a silent weapon for quiet (hybrid) wars |
| title_sort |
political-ideological neuromarketing: : a silent weapon for quiet (hybrid) wars |
| description |
The work analyzes the role of Neuromarketing applied within the political-ideological dimension [NPI], as a communicational tool to build hegemonic discourses: its influence on society and its effort to make subordinate elements invisible; which assigns it a role as a weapon for Psychological Operations [PsyOps], and an advantage for informational hybrid wars, within which power is disputed, locally and internationally. For this, a bibliographic review is carried out to propose the main variables for the analysis of the NPI, in the construction and justification of the domain logic, and its possible uses, to elaborate counter-hegemonic narratives. |
| publisher |
Universidad Nacional de Rosario |
| publishDate |
2021 |
| url |
https://perspectivasrcs.unr.edu.ar/index.php/PRCS/article/view/439 |
| work_keys_str_mv |
AT martinezdaniel politicalideologicalneuromarketingasilentweaponforquiethybridwars AT martinezdaniel neuromarketingpoliticoideologicoarmasilenciosaparaguerrashibridastranquilas |
| first_indexed |
2023-05-11T18:45:17Z |
| last_indexed |
2023-05-11T18:45:17Z |
| _version_ |
1765624478551769088 |