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The present work is developed within the frame of so-called critical neuroscience. The aim of this article is to explain the transition from a kind of neuroscience understood as a strict scientific discipline, possessing a methodology and a specific praxis, to a kind of neuroscience that has been transformed into a meta-narrative with totalizing claims. In particular, we identify and examine eleven catalysts for such a transition: 1) a lack of communication between scientists and journalists; 2) the abuse of information by the sensational press; 3) the acceptance of specific philosophical approaches (like eliminative materialism) by a wide range of scientists; 4) the widespread transmission of two conceptual mistakes: a) an identification between methodological and ontological reductionism and b) the mereological fallacy; 5) the influence of post-Cartesian philosophical thinking in the scientific community; 6) an overwhelming scientific hyper-specialization; 7) the illegitimate transfer of authority from humanities to the sciences; 8) an inbuilt human preference for visual data; 9) economic interests; 10) scientific utopianism; and 11) the new self-help movements and their alliance with neuro-enhancement. Finally, our essay seeks to draw attention to the most damaging consequences for both science and human ways of living.

In a future highly technological society it will be possible to modify the personality using different kinds of technological tools. Consequently, we could become buyers and consumers of personality. As such, personality, which is a core aspect of the self, could turn into a commodity. This article intends to address the following questions: 1) How can new technologies modify personality? 2) Why might personality become a commodity? 3) What is wrong with turning personality into commodity?

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