A Discourse on neuromarketing of the Western male id

If we understand ideology as a human construct, which has been well documented in Postmodern theory, a growing and damaging ideology is evolving through the capitalist patriarchal lens that feeds directly into western popular culture and appeals directly to specific cognitive functions in the human mind that Freud detailed as the structural mode of the psyche. Through various industries, from the beauty industry and the gaming industry to mass media corporations, a false ideology of the whole concept of woman is being engineered to such a degree that we have witnessed a rise in sexual violence against women and the return to sexism. Freud documented the tripartite mind at length, specifically detailing the Id as the area that houses libido and aggression. Given that our socio-economic and political framework is patriarchal, western popular culture is engineered specifically towards satisfying and appealing to the male id, bypassing the moral centres of the ego and super-ego and displacing the mind’s ability to regulate itself. It can be said that this is directly related to how women are considered in the west and how, through Interpellation, it could be said that men are culturally and intellectually stunted by the permeated culture that immerses them. This places a false and damaging ideology upon women through nefarious propagandist techniques founded by Freud’s nephew, Edward Bernays, the self-styled “father of public relations and propaganda” who utilised his uncle’s theories to ensure permeated and ideological advertising through psychoanalysis. Recognition of the Id as the most central and unmovable section of the human mind has meant that consumerism appeals directly to this structural mode and this alone. Through the application of Critical Theory, Post-Structuralism and Feminist theory, I will endeavour to deconstruct western popular culture to examine the real social effects on western women and what pragmatics can be potentially employed to halt the psychological and cultural male regression and simulation of the female.