Abstract
Neuroscience innovations and their repercussions have made the brain not only an organ, but a relevant social actor in contemporary times. Such conjuncture led to the advent of neuroascesis - that is, practices and discourses of direct action on the brain in order to enhance its performance - which, in turn, resulted in a brain culture (neuroculture). Given this scenario, this study aimed at analyzing some elements of neuroculture in the light of conceptual references of the Critical Theory of Society, particularly the notions of Enlightenment (Aufklärung) and culture industry. In conclusion, the article identifies in neuroscience propaganda a scheme of domination and uniformity that ends up reifying the masses according to criteria that reduce a person to the mere expression of his/her brain activity.
Keywords:
neuroculture; enlightenment; culture industry