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Mind management 2.0: The internet and the myth of individualism and personal choice in neoliberal times Armirola-Garcés, L. Pedro Carañana, Joan 330.831.8 Herbert Schiller myths of neoliberalism political economy of communication The Mind Managers Ciencias Sociales Humanidades 63 Sociología The year 2023 marks the 50th anniversary of the publication of Herbert I. Schiller’s The Mind Managers that carried out a critical political economy analysis of the myths that sustained industrial capitalism and the role played by the media and cultural industries in their dissemination. As a tribute, this paper highlights the value of Schiller’s work, tracing the historical origins of, and updating, what he considered to be the most important myth in this groundbreaking book: individualism and personal choice. The research shows that this myth has strengthened and undergone important changes in the technologically-centered neoliberal context of today’s cognitive capitalism, where its function is to hide and idealize the present-day structural conditions. The prevalence and characteristics of this myth are analyzed through the paradigmatic example of dating apps. Both the possibilities and limitations provided by media technologies are considered in the context of power relations. Ministerio de Ciencia e Innovación (España) Depto. de Periodismo y Nuevos Medios Fac. de Ciencias de la Información TRUE pub 2025-01-09T08:55:48Z 2025-01-09T08:55:48Z 2022 journal article VoR https://hdl.handle.net/20.500.14352/113390 XXXX-XXXX 10.5209/tekn.81245 eng info:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2013-2016/CSO2017-82109-R/ES/PROBLEMAS PUBLICOS Y CONTROVERSIAS: DIVERSIDAD Y PARTICIPACION EN LA ESFERA MEDIATICA/ info:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2017-2020/PID2020-113413RB-C31/ES/LA CONTEMPORANEIDAD CLASICA Y SU DISLOCACION: DE WEBER A FOUCAULT/ Pedro-Carañana, J. y Armirola-Garcés, L. (2022). Mind management 2.0: The internet and the myth of individualism and personal choice in neoliberal times. Teknokultura. Revista de Cultura Digital y Movimientos Sociales, avance en línea, 1-13. https://doi.org/10.5209/tekn.81245 Attribution 4.0 International http://creativecommons.org/licenses/by/4.0/ open access application/pdf Universidad Complutense de Madrid