Creating “automatic subjects”: corporate wellness and self-tracking

The use of self-tracking (ST) devices has increased dramatically in recent years with enthusiasm from the public as well as public health, healthcare providers and workplaces seeking to instigate behaviour change in populations. Analysis of the ontological principles informing the design and implementation of the Apple Watch and corporate wellness (CW) programmes using ST technologies will suggest that their primary focus is on the capture and control of attention rather than material health outcomes. Health, wellness and happiness have been conflated with productivity which is now deemed to be dependent on the harnessing of libidinal energy as well as physical energy. In this context ST technologies and related CW interventions, have been informed by “emotional design”, neuroscientific and behavioural principles which target the “pre subjective” consciousness of individuals through manipulating their habits and neurological functioning. The paper draws on the work of Bernard Stiegler to suggest framing ST as “industrial temporal objects”, which capture and “short circuit” attention. It will be proposed that a central aim is to “accumulate the consciousnesses” of subjects consistent with the methods of a contemporary “attention economy”. This new logic of accumulation informs the behaviour change strategies of designers of ST devices, and CW initiatives, taking the form of “psychotechnologies” which attempt to reconstruct active subjects as automatic and reactive “nodes” as part of managed networks.