Living Rent-Free in Your Head. Affective Couplings, Behavioral Design, and the Non-Conscious in the Platform Economy

Abstract

Drawing on the popular social media phrase «living rent-free in your head», this article explores the meaning of mind control in the attention economy. It first considers a concept of digital platform design that targets products to the affective state of its users and thus aims to automate their behavior and extract attention. Philosophical concepts of the affective and habitual non-conscious are then used to situate these ideas within historical and theoretical contexts, and to highlight alternative forms of affective coupling. The idea of a battle for headspace and agency is contrasted with a plea for an inviting attitude and care for the world and others.