Nudge and neoliberalism

Politics and Insights

002fc17b9115fe26a6ed5d9d58b1ece1.603x472x1I’ve been criticising nudge and the closely related discipline of behavioural economics for a few years, sometimes with an international audience (see, for example: The connection between Universal Credit, ordeals and experiments in electrocuting laboratory rats.)  Nudge has increasingly seen by governments as a cheap and effective way of achieving social political goals in an era of austerity. 

I have several objections to the “behavioural turn”; some are to do with its impact on democracy, others are to do with its class contingency: poor people are disproportionately nudged, and without their consent. When I say ‘disproportionately’, I mean almost exclusively.

Over the last seven years, behavioural economics has come to be seen as something of a technocratic fix for a failing and overarching socioeconomic system. However, it has more in common with PR, marketing and advertising that psychology or economics. It’s part of the ‘sales pitch’ for neoliberalism

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