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Psychiatric Power: The Post-Museum as a Site of Rhetorical Alignment

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This essay examines Brain: The World Inside Your Head, a traveling museum exhibit sponsored by Pfizer, to show how the dissemination of psychiatric vocabularies aligns corporate and individual interests. The spatial composition of the museum and its interactive exhibits interpellate visitors as active agents capable of expressing their experiences through the scientific vocabularies of contemporary neuroscience. The gentle and benevolent conditioning to a way of thought and a manner of speaking, rather than a “hard sell” approach, makes pharmaceutical remedy an obvious and desirable mode of self care.
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Keywords: Alignment; Control Society; Governmentality; Museum Studies; Psychiatric Power

Document Type: Research Article

Publication date: 2008-12-01

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