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Cultural Studies Volume 16, 2002 - Issue 3
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Original Articles

ENGINEERING THE ENTREPRENEURIAL INFANT: BRAIN SCIENCE, INFANT DEVELOPMENT TOYS, AND GOVERNMENTALITY

Majia Holmer Nadesan
Pages 401-432 | Published online: 09 Nov 2010
 
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Abstract

This essay re-situates current neurological research on infant brain development in terms of a matrix of cultural practices and pre-occupations. It contends that infant ‘brain science’ functions – in conjunction with the marketing promises of developmental toy manufacturers – as a form of ‘ritual magic’ (Nelson-Rowe, 1994) that ensures the transformation of ‘normal’ infants into idealized entrepreneurial subjects. Simultaneously, the discourse and practices of brain science extend and legitimize the extension of (Foucauldian) governmentality over lower income populations, which are perceived as threatening social and state security.

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