Behavioral Economics Commons^™

Neuroliberalism And Beyond, Neve Durrwachter

Anthropology Honors Papers

This paper evaluates the healthy lifestyle promotion corporation known as Blue Zones by focusing on their approach to behavioral modification. The analysis relies on popular theories of governmentality such as neoliberalism, libertarian paternalism, and neuroliberalism that seek to explain how personal forms of knowledge intersect with mechanisms of social control to influence the creation of policy. Through a content-analysis of the organization’s foundational text, I argue that Blue Zones is best understood as a form of neuroliberalism because it grants individuals the autonomy to be their own choice architects.