Advanced segmentation and customisation (called hyper-personalisation) are often touted as the future of experiential marketing, and comes in the form of personalised experiences, tailored search results, and recommendations on what to do based on past behaviour and traits. The personalisation is achieved through the deployment of algorithms that observe us and extract scraped information to abstract what it deems to be relevant. Byung Chul Han describes what we are experiencing as an “aperspectival panopticon,” in that the surveillance is no longer from a central location, but is omnipresent. Issues of interest include what is considered normal and who determines it, the effects of the mass adoption of these technologies, the corruption of algorithms by capital, and the subtle control on the various levels of collectivism within societies.

This research critically examines the evolution of discipline and governance within society, our relationship with technology, our desires and how we influence them and how they can be influenced, our tendencies to customise experiences for ourselves, the proliferation of the use of algorithms in our everyday lives, and introduces a new term, hypervolition, which is defined as inability of consciousness to distinguish our true desires and choices, from our algorithmically deduced and imposed desires and choices. I define the Jevinian Orders and Phases related to the term, which extends Foucault’s concept of disciplinary power, and Han’s ideas on the neuronal within the framework of Jean Baudrillard’s hyperreal, and creatively express the concepts through the art works "My.o.T," "Inter Alia," "In Plain Sight," and "The Resistance".

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