NEUROPOLITIKA (POLITIčKA NEURONAUKA, POLITIčKI NUROMARKETING, NEUROPOLITIKOLOGIJA) – NOVA NAUčNA PARADIGMA
NEUROPOLITICS (POLITICAL NEUROSCIENCE, POLITICAL NEUROMARKETING, NEUROPOLITICOLOGY)- NEW SCIENTIFIC PARADIGM

Summary/Abstract: The author in this paper deals with basic aspects and attempts to develop in academia a new scientific study called neuropolitics (political neuromarketing, political neuroscience, neuropoliticology). It is an active part of political marketing. Neuropolitics researches cognitive, conative and affective processes in brain by using contemporary technology of brain visualisation as an answer to political stimulations such as: a political candidate (his/her image or voice), political organisation, political idea etc. The most frequent monitoring methods are functunal magnetic resonance imaging (fMRI) that measures changes of bra in activity and electroencephalography (EEG) that records electrical activity of the brain. These methods are starting to replace classic marketing techniques of measuring changes in psychological activities (galvanic skin response, heart beats, breathing, eye movements, eye pupil size, etc), opinion polls, interviews, focus groups. Neuropolitics main aim is to investigate classic questions from political science such as how people make political decisions, form political attitudes, evaluate political candidates and especially which part of the brain records these processes. This approach in marketing, recently used only in product-service system is now starting to be found in the field of politics. Therefore, neuropolitics can be named ‟applied neuroscience‟ and a kind of political ‟measuring‟ of political candidates, parties and ideas. A series of studies discussing this theme has been published recently. The author thinks that the more appropriate term for this scientific study would be neuropoliticology, political neuroscience or political neuromarketing.

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