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A New Look at Ethics: Veridical Sovereignty and Its Implications

In: Ethics and Biopower in Neuromarketing

Author

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  • Joshua Penrod

    (University of Baltimore)

Abstract

This chapter introduces the concept of “veridical sovereignty,” a pathway for ethical realization for CNNM practitioners. It represents a departure from the “classic” ethical schools, reconceptualizing ethical concepts and behaviors via Foucault’s thinking, as developed through areas of power/knowledge, biopower, and discipline. VS is a combination of Foucault’s discussions of parrhesia—truth-telling—and the aesthetics of existence (AOE), or what it looks like to have an ethically beautiful life. Instead of deontological or utilitarian constructs, the aesthetic evaluation of an ethical life requires a devotion to the truth and to the understanding that living an ethical life is an active process of building, never finished, but it is in the effort to show aesthetic fealty to ethical ideals that itself is the highest ethical aesthetic. Though chary of so-called “codification,” there are several directions that the chapter outlines which can help formulate ethical direction.

Suggested Citation

  • Joshua Penrod, 2023. "A New Look at Ethics: Veridical Sovereignty and Its Implications," Springer Books, in: Ethics and Biopower in Neuromarketing, chapter 0, pages 99-155, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-18549-6_5
    DOI: 10.1007/978-3-031-18549-6_5
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