Irezistibil (Adam Alter)

 Intr-o lume guvernata de manipulare si consum, notiunea de dependenta sau viciu nu a devenit decat o chestiune de timp.Fluxuri mari de capital, zeci de campanii de promovare, suntem “sfatuiti” cu cine sa votam, ce branduri sa achizitionam.Ni se induce starea conform careia daca nu ne aliniem la viciile grupurilor in care activam vom fi exclusi din aceste medii si nu vom primi acea validare sociala dupa care multi alearga. 

IREZISTIBIL face o radiografie a ceea ce inseamna cultura a dependentelor prin dezvoltarea unor comportamente si conditionarea individului, fie ca vorbim de consum de droguri, pornografie, “pasiunea” nestavilita pentru cumparaturi, manipulare prin stiri false sau retele de socializare.

Harta acestor atacuri este extrema de simpla.Pentru a putea exista si supravietui, omul foloseste bucata de creier din dotare pentru a construi legaturi si relatii cu mediul inconjurator.Aceste legaturi poarta numele de experiente.

Succesul acestor atacuri asupra creierului constau in nivelul crescut de dopamina (un neurotransmitator care “excita” creierul) si de unde alpha (care iti confera o stare de relaxare, hipnotica, de visare).Fara atentie, concentrare, motivatie, omul este 0 si in final foarte usor de controlat.

Aceste dependente sunt bariere atat in calea productivitatii, cat si in calea sanatatii noastre.Un semnal, o rutina si o recompense.De atat de putin este nevoie pentru a declansa resorturile unei obsesii.Aceste comportamente scad capacitatea noastra de a ne privi in ochi si de a stabili conexiuni emotionale autentice.

Pana si cele mai luminate minti din domeniul tehnologic, in mod paradoxal, nu si-au lasat copiii sa se atinga de aceste dispozitive, fiind constienti de potentialul lor distructiv.Nume mari precum regretatul Steve Jobes (parintele fondator al brandului Apple), Evan Williams (unul din fondatorii Blogger) si multi altii au preferat sa le cumpere copiilor sute de carti si sa le permita utilizarea dispozitivelor electronice doar pentru sarcini scolare.

Pornografia, o alta unealta a lumii moderne cu efecte devastatoare si care alimenteaza fantezii si iluzii, iar consumatorii ajung sa vada persoana de sex opus ca pe o marfa perisabila, ca pe o jucarie sexuala datorita iluziilor pe care le proiecteaza aceste firme in mintile victimelor, cu efecte devastatoare si asupra casniciilor.O industrie care la noi ocupa numarul 1 in categoria depedentelor, iar in Statele Unite genereaza profiturile neoficiale de 25 miliarde dolari, cu multe peste cat pot genera trusturile de presa si sport adunate la un loc.

Monoglutamatul de sodium o alta “arma” de manipulare a secolului 21, un potentator artificial de gust care isi trage radacinile din anul 1907, din bucataria japoneza.Dupa cel de-al doilea

Razboi Mondial, populatia a crescut considerabil, astfel ca si nevoia de hrana a crescut si ea direct proportional cu rata natalitatii.Moment in care aceasta substanta (si nu numai MGS-ul) a inceput sa fie utilizata masiv in industria alimentara.Ce efect are acest potentator ? Obezitate la scara larga, hrana cu valoare nutritiva ce tinde spre 0, mancam mai mult si la intervale de timp tot mai scrute si exemplele pot continua.De reclamele TV sau din on-line care ne induc dorinta de a cumpara mancare sau acele “gustari nevinovate”, nici nu mai pomenim.

Autorul subliniaza in paginile acestei carti si notiunea de realitate virtuala (VR), un concept destul de nou, aflat intr-un stadiu incipient, dar care va avea atat un efect miraculous dar si daunator.Vom putea “vizita” locuri indepartate sau inaccesibile cu ajutorul acestei tehnologii, vom putea sta de vorba cu doctori aflati la mii de kilometri distanta.

De ce sa traim in lumea reala, alaturi de oameni cu defecte, cand putem sa traim intr-o lume perfecta pe care o simtim la fel de real ? Spre deosebire de realitatea virtuala, taramaul realitatii este o lunga serie de esecuri, ocazional intrerupta de castiguri.

Arhitectura comportamentala admite faptul ca nu putem evita complet tentatiile.Multe remedii pentru dependenta comportamentala presupun stabilirea unei distante, psihologice sau fizice, intre utilizator si ceea ce creaza/declanseaza comportamentul.

IRRESISTIBLE

In a world governed by manipulation and consumption, the notion of addiction or vice is not just a matter of time. Big capital flows, dozens of promotional campaigns, we are "advised" with whom to vote, what brands to buy. This status is being induced and if we do not align with the vice of the groups in which we operate we will be excluded from these environments and we will not get that social validation after which many individuals run. IRRESISTIBLE makes an x-ray of what the addiction culture means by developing behaviors and conditioning the individual, whether we are talking about drug use, pornography, the “passion” for shopping, manipulation through fake news or social networks. The map of these attacks is extremely simple. To be able to survive and survive, humans use their brain to build links and relationships with the environment surrounding them. These links are called experiments. The success of these attacks on the brain is the increased level of dopamine (a neurotransmitter that "excites" the brain) and alpha waves (which gives you a state of relaxation, hypnotic, dream). No attention, concentration, motivation, the human is close to 0 and in the end very easy to control. These temptations are barriers both in the way of productivity and in the way of our health. A signal, a routine and the reward. So little is needed to trigger the springs of an obsession. These behaviors decrease our ability to look into our eyes and to establish authentic and emotional connections.

Even the most enlightened technology minds, ironically, have not let their children touch these devices, being aware of their destructive potential. Big names like the late Steve Jobes (Apple's founding father), Evan Williams (one of Blogger's founders) and many others prefer to buy hundreds of books and allow their children to use electronic devices for school tasks only. Pornography, another tool of the modern world with devastating effects that feeds fantasies and illusions, and consumers get to see the person of the opposite sex as a perishable commodity, like a toy because of the illusions that these clips are projecting in the minds of the victims, with a devastating effect on marriages. An industry that ranks number one into the temptation department, which generates only into the United States alone $25 billion in profits, which is much more than generating press and sports trusts gathered together. Sodium monoglutamate, one of the most deadly 21th century manipulation weapon, an artificial flavor enhancer that draws its roots as far as 1907 from Japanese cuisine. After the Second World War, the population grew considerably, so the need for food had also increased in proportion to the natality rate. Momentarily, this substance (and not only MGS) has begun to be used extensively in the food industry. What effect does this potentiator have? Large-scale obesity, nourishing nutrition that tends to 0, we eat to many times and in a larger quantity, and examples can continue. TV or online commercials that “begging “ us to buy food or those innocent snacks.

The author emphasizes in the pages of this book the notion of virtual reality (VR), a fairly new concept, at an early stage, but which will have both a miraculous and a damaging effect. We can virtually “travel “ anywhere with the help of this technology, we'll be able to talk to doctors thousands of miles away. Why live in the real world, alongside people with defects, when can we live in a perfect world that we feel as real? Unlike virtual reality, the notion of reality is a long series of failures, occasionally interrupted by gains. Behavioral architecture admits that we can not completely avoid temptations. Many remedies for behavioral dependence involve establishing a distance, psychological or physical, between the user and what creates / triggers that certain behavior.