"You have the same 24 hours like a billionaire": neuroproductivity as a device of biopower

Abstract

This article aims to analyze the discourse of an advertisement featuring a doctor who proposes a neuroproductivity method for achieving financial success. The corpus consists of a video advertisement that frequently appears among other videos on YouTube, making its content accessible to most users who engage with the platform's open mode. In light of this, we begin with an interpretative gesture regarding the discourses surrounding contemporary capitalism, focused on a neoliberal economic policy, which is a structural component of the conditions of existence that underlie the statement of the financial coaching market. Having established this foundation, we then explore the intertwining of contemporary capitalism as it is manifested in the body, through the theoretical lens of Foucault's concept of biopower (2008). We conclude the text with observations on the functioning of capitalist discourse that governs bodies through practices of self-governance, encouraging individuals to continuously monitor and adjust their biology in service of the economic system.