遊戲化主體：遊戲化與新自由主義集體動員

Since the 2007–8 financial crisis, the legitimation of Neoliberalism has been undermined. The project argues that the neoliberal fatigue also takes the form of gamification, developed by the game design industry and soon appropriated by the field of business management and marketing. The gamification evangelists and marketeers claim that all kinds of human activities can be implemented with game design elements to motivate positive actions for the well-being of the individual and society, from self-management, corporate management and customer loyalty program, to public policy. The bold claims made by the gamification promoters find an echo in the “persuasive technology” embraced bythe Silicon Valley and the concept of “nudge” invented by Neoliberal strategists.Both of which use behavioral psychology-driven design elements to influence the decision making process of users and citizens. The project points out that the appeal of gamification has been driven by the fatigue of neoliberal mobilization through hyper-individualism whose material condition has deteriorated from the neoliberal class war against the working class for the past forty years. In this context, the discourses of gamification are popularized as a panacea to the fatigue of mass mobilization. Following Adorno’s concept of the pseudoindividual, the project explores the gamified subject under neoliberalism so as to understand the new development of neoliberalism and the condition of the individual in the post-financial crisis times.