Being Brains Making the Cerebral Subject
Being Brains Making the Cerebral Subject by Fernando Vidal, published by Fordham University Press in 2019, is a critical exploration of neurocentrism, the belief that “we are our brains.” This edition spans 304 pages and is presented in English. The book delves into the rise of neurocentrism, particularly since the 1990s, highlighting how advances in neuroimaging have influenced various fields, including anthropology, history, and sociology, leading to the emergence of neuro-subspecialties.
Readers will find an examination of the ideological underpinnings of neurocentrism and its implications for contemporary philosophical, ethical, scientific, and political discussions. Vidal addresses the commercial ventures that have capitalized on this trend, such as neuromarketing and neurobics, while also tracing the historical development and current manifestations of this powerful ideology. The book engages with themes from history, social science, and philosophy, providing a comprehensive analysis of the impact of neuroscience on modern thought.
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Being Brains offers a critical exploration of neurocentrism, the belief that “we are our brains,” which became widespread in the 1990s. Encouraged by advances in neuroimaging, the humanities and social sciences have taken a “neural turn,” in the form of neuro-subspecialties in fields such as anthropology, aesthetics, education, history, law, sociology, and theology. Dubious but successful commercial enterprises such as “neuromarketing” and “neurobics” have emerged to take advantage of the heightened sensitivity to all things neuro. While neither hegemonic nor monolithic, the neurocentric view embodies a powerful ideology that is at the heart of some of today’s most important philosophical, ethical, scientific, and political debates. Being Brains, chosen as 2018 Outstanding Book in the History of the Neurosciences by the International Society for the History of the Neurosciences, examines the internal logic of such ideology, its genealogy, and its main contemporary incarnations.
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