Why a well-crafted melody has the power to colonise your mind – Patrick McNamara | Aeon Ideas

See on Scoop.itBounded Rationality and Beyond

I am waltzing though the aisles of my local supermarket looking for a rice dish I can wolf down for a quick supper before heading out again across town. I finally locate the right aisle, slide to the dizzying array of rice choices, stick out my arm to snatch a random box when – bamm! That damn ‘Rice-A-Roni – The San Francisco Treat’ jingle from the 1960s involuntarily invades my consciousness, just as my mom sang it to me in my youth… I surrender to the jingle, throw the box into the cart (supremely annoyed with myself for doing so) and then head toward the beverage section. All of a sudden I notice I am moving in rhythm with the musak floating above in the supermarket’s sound system. Growing more annoyed with the obvious fact that this musak is shaping my movements, I notice I have somehow arrived at a stack of soda cartons with the soul-crushing ‘I’d Like to Buy the World a Coke’ and ‘Wanta Fanta? Don’t You Wanta’ jingles simultaneously coursing through my mind. Now thoroughly demoralised, I robotically place the Coke in my cart and proceed, vanquished, to the checkout where the din between my ears will hopefully cease, or at least fade away.

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Time is real? I think not

giugno: 2016
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