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SELENA NEMORIN
BIOSURVEILLANCE
IN NEW MEDIA
MARKETING
WORLD, DISCOURSE, REPRESENTATION
Biosurveillance in New Media Marketing
Selena Nemorin
Biosurveillance
in New Media
Marketing
World, Discourse, Representation
Selena Nemorin
Department of Culture, Communication and Media
University College London
London, UK
This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
For Venn
Acknowledgements
This book would not have been possible without the support of my fam-
ily, friends and colleagues. To Andrew Feenberg and Megan Boler who
have provided me with personal and professional guidance. I would espe-
cially like to thank Oscar Gandy for his wisdom and patience. As my
mentor, he has taught me more than I could ever give him credit for here.
I extend gratitude to my colleagues Neil Selwyn, Scott Bulfin, David
Gruber, Ben Williamson, Nick Couldry, Paul Edwards, Leslie Regan-
Shade, Alison Powell and all those at the UCL Knowledge Lab who have
shared their knowledge with me. My dear friends Didem Ozkul, Sam
White, Ester Fritsch, Matthew Cunliffe and Samuel Brenton, all of whom
helped me along the way.
In terms of the production and publication of this book, the anony-
mous reviewers were of great help offering suggestions for improvements.
I extend sincere thanks to the staff of Palgrave Macmillan, particularly
my editor Shaun Vigil and assistant editor Glenn Ramirez.
Last but not least, nobody has been more important to me while
undertaking this project than my family. I would like to thank my daugh-
ter whose love is always with me. I also wish to thank my mother who has
always given me her unwavering support.
vii
Contents
5 Structures of Understanding 101
Index 231
ix
1
Introduction: Advertising Futures
By reading the responses taken from people linked to fMRI or EEG machines,
neuromarketers and their clients aim to optimize stimuli (political messages)
and reaction in consumers’ brains and drive their (voting) decisions.11
Outline of Chapters
The chapters that follow adhere to the view that marketing is continu-
ously deploying new modes of representation that construct how the
world is, new subjects who exist in the world and new goods and services
that have the power to trigger market growth through increasingly
unreflective consumption. As such, the book is concerned with mapping
out ontological structures of the neuromarketing world as a cultural
media environment within which realities are shaped and revealed by
those in power. At its core, however, it is about the psycho-social experi-
ence of modern forms of consumer surveillance using neuromarketing as
an example to work through emerging social and ethical implications. In
this regard, the work seeks to make a contribution to the conceptual
foundations of surveillance studies through an exploration of structures
8 S. Nemorin
media objects, events, values and assumptions can be used to shape con-
sumer consciousness in a targeted consumer niche. Using structures of
understanding as part of a framework for analysis can reveal the ways in
which the discourse of neuromarketing frames consumer thinking in—at
times—reductive metaphors.
The next three chapters provide textual analyses of how various neuro-
marketing groups represent the consumer along a continuum that depicts
capacity to access and understand the world. More specifically, I use
Heidegger’s tripartite thesis that the stone is worldless, animal is poor in
world, and man is world-forming [sic], to analyse in more detail how the
consumer is represented in the discourse. This framework illustrates a
spectrum of consumer representations, ranging from the consumer as
automata, a mechanical object (brain as buy button) driven to action by
an external party; an unreflective animal guided by instincts and reflex
(reptilian brain or brain as animality); and an agentic and world-forming
individual who can engage critically with the world (Dasein).
By comparing these structures, I seek to unearth the social and ethical
implications that arise when consumers are represented in a manner that
renders them instrumental for advertising projects. Two forms of dehu-
manisation are proposed: (1) objectification—representing individuals as
objects or automata; and (2) animalisation—representing individuals as
animal-like. Scholars have argued that technological dehumanisation or
reductionism of human beings to machines is a condition of postmod-
ernism.24 The idea of human animality has been used to signify the way
in which biological-determinist ideology has tended to shape human
subjectivities in networked societies.25
The final chapter rounds off the book by considering the social and
ethical questions that emerged in previous chapters. It situates neuromar-
keting discourse as a form of public knowledge dissemination and cre-
ation fundamental to a surveillance society; and considers the implications
that these representations may have for various groups. While the kind of
knowledge creation neuromarketing represents exists in an informal
space for learning, its goals are driven by market discourse, signifying an
ensemble of institutional forces with the aim of creating an environment
of unreflective consumerism. In this capacity, neuromarketing becomes
an educational tool for social conditioning. The chapter seeks to connect
Introduction: Advertising Futures 11
the central aims of the book using a hybrid analytics to map out the dis-
cursive structures implicit in neuromarketing as a cultural media envi-
ronment; to critique how certain vocabularies of neuromarketing
discourse are used to frame consumers as manipulatable entities; to high-
light the social and ethical implications of such representations of con-
sumers and to identify the discriminatory processes implicit in the
material and immaterial practices of neuromarketing. The chapter con-
cludes with thoughts on possible ways forward.
Notes
1. Tsotsis, A. (2011, September 20). Inspired by ‘Minority Report,’
Immersive Labs raises $810k for digital display recognition. Tech Crunch.
Retrieved from https://tcrn.ch/2s4fCGM
2. Brackeen, B. (2015, April 5). Kairos acquires IMRSV. Kairos. Retrieved
from http://bit.ly/1Rh8Kf8
3. Quividi. (2016, September 26). Responsive Facial Detection Technology
Redefines Customer Engagement for GMC Acadia. Retrieved from https://
bit.ly/2J1eQol
4. Estimote. (2018). Reality Matters. Retrieved from https://estimote.com
5. Penenberg, A. (2011). They have hacked your brain. Fast Company,
158(85–89), 123–125. Retrieved from http://bit.ly/1wcQ313
6. BBC. (2015, May 15). Surge in US ‘brain-reading’ patents. BBC News.
Retrieved from http://www.bbc.co.uk/news/technology-32623063
7. Fortunato, V. C. R., Giraldi, J. M. E., & Oliveira, J. H. E. (2014). A
review of studies on neuromarketing: Practical results, techniques, con-
tributions and limitations. Journal of Management Research, 6(2),
201–220.
8. Stone, Z. (2018). The scientists who control your brain’s ‘buy button.’
Ozy. Retrieved from https://bit.ly/2GGPUNS
9. Hankey, S. (2018, May 29). How your data is acquired, analysed and
used to influence you in political campaigns. Tactical Tech. Retrieved
from https://bit.ly/2L7kAdY
10. Lane, C. (2015, November 13). The biological citizen: How neuropoli-
tics is growing as an aim and threat. The Huffington Post. Retrieved from
https://bit.ly/2GFvq82
12 S. Nemorin
11. Randall, K. (2010, November 4). How neuromarketers tapped the vote
button in your brain to help the GOP win the house. Fast Company.
Retrieved from https://bit.ly/2IB53WH
12. Thaler, R. H. & Sunstein, C. R. (2008). Nudge: Improving Decisions
About Health, Welfare and Happiness. New Haven, CT: Yale University
Press.
13. Selinger, E. & Whyte, K. (2011). Is there a right way to nudge? The
practice and ethics of choice architecture. Sociology Compass, 5(10),
923–935.
14. Felsen, G. & Reiner, P. B. (2015). What can neuroscience contribute to
the debate over nudging? Review of Philosophy and Psychology, 6(3),
469–479.
15. Association for Psychological Science. (2017, June 8). Behavioral
‘nudges’ offer a cost-effective policy tool. ScienceDaily. Retrieved from
https://bit.ly/2kgGJuG
16. Pykett, J. (2013). Neurocapitalism and the new neuros: Using neuroeco-
nomics, behavioral economics and picoeconomics for public policy.
Journal of Economic Geography, 13(5), 845–869.
17. Eser, Z., Isin, F. B., & Tolon, M. (2011). Perceptions of marketing aca-
demics, neurologists, and marketing professionals about neuromarket-
ing. Journal of Marketing Management, 27(7/8), 854–868, (p. 860).
18. Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of neuro-
marketing. Journal of Consumer Behaviour, 7(Jul–Oct), 293–302.
19. Stanton, S. J., Sinnott-Armstrong, W., & Huettel, S. A. (2016).
Neuromarketing: Ethical implications of its use and potential misuse.
Journal of Business Ethics, 1–13. Retrieved from https://www.research-
gate.net/publication/295179863
20. Nemorin, S. & Gandy, O. H. (2017). Exploring neuromarketing and its
reliance on remote sensing: Social and ethical implications. International
Journal of Communication, 11, 4824–4844.
21. Waldby, C. (2000). The Visible Human Project: Informatic Bodies and
Posthuman Medicine. London, UK: Routledge, (p. 33).
22. Angus, I. (2000). Primal Scenes of Communication: Communication,
Consumerism, and Social Movements. Albany, NY: State University of
New York.
23. Cova, B. & Cova, V. (2012). On the road to prosumption: Marketing
discourse and the development of consumer competencies. Consumption
Markets & Culture, 15(2), 149–168; Lash, S. & Urry, J. (1994).
Economies of Signs and Space. London, UK: Sage.
Introduction: Advertising Futures 13
By Thomas Aird.
By Professor Wilson.
The coffin was let down to the bottom of the grave, the planks were
removed from the heaped-up brink, the first rattling clods had struck
their knell, the quick shovelling was over, and the long, broad,
skilfully cut pieces of turf were aptly joined together, and trimly laid
by the beating spade, so that the newest mound in the churchyard
was scarcely distinguishable from those that were grown over by the
undisturbed grass and daisies of a luxuriant spring. The burial was
soon over; and the party, with one consenting motion, having
uncovered their heads in decent reverence of the place and occasion,
were beginning to separate, and about to leave the churchyard. Here
some acquaintances, from distant parts of the parish, who had not
had an opportunity of addressing each other in the house that had
belonged to the deceased, nor in the course of the few hundred yards
that the little procession had to move over from his bed to his grave,
were shaking hands, quietly but cheerfully, and inquiring after the
welfare of each other’s families. There, a small knot of neighbours
were speaking, without exaggeration, of the respectable character
which the deceased had borne, and mentioning to one another little
incidents of his life, some of them so remote as to be known only to
the grayheaded persons of the group; while a few yards farther
removed from the spot, were standing together parties who
discussed ordinary concerns, altogether unconnected with the
funeral, such as the state of the markets, the promise of the season,
or change of tenants; but still with a sobriety of manner and voice
that was insensibly produced by the influence of the simple
ceremony now closed, by the quiet graves around, and the shadow of
the spire and gray walls of the house of God.
Two men yet stood together at the head of the grave, with
countenances of sincere but unimpassioned grief. They were
brothers, the only sons of him who had been buried. And there was
something in their situation that naturally kept the eyes of many
directed upon them for a longer time, and more intently, than would
have been the case had there been nothing more observable about
them than the common symptoms of a common sorrow. But these
two brothers, who were now standing at the head of their father’s
grave, had for some years been totally estranged from each other,
and the only words that had passed between them, during all that
time, had been uttered within a few days past, during the necessary
preparations for the old man’s funeral.
No deep and deadly quarrel was between these brothers, and
neither of them could distinctly tell the cause of this unnatural
estrangement. Perhaps dim jealousies of their father’s favour—selfish
thoughts that will sometimes force themselves into poor men’s
hearts respecting temporal expectations—unaccommodating
manners on both sides—taunting words that mean little when
uttered, but which rankle and fester in remembrance—imagined
opposition of interests, that, duly considered, would have been found
one and the same—these, and many other causes, slight when single,
but strong when rising up together in one baneful band, had
gradually but fatally infected their hearts, till at last they who in
youth had been seldom separate, and truly attached, now met at
market, and, miserable to say, at church, with dark and averted faces,
like different clansmen during a feud.
Surely if anything could have softened their hearts towards each
other, it must have been to stand silently, side by side, while the
earth, stones, and clods, were falling down upon their father’s coffin.
And, doubtless, their hearts were so softened. But pride, though it
cannot prevent the holy affections of nature from being felt, may
prevent them from being shown; and these two brothers stood there
together, determined not to let each other know the mutual
tenderness that, in spite of them, was gushing up in their hearts, and
teaching them the unconfessed folly and wickedness of their
causeless quarrel.
A headstone had been prepared, and a person came forward to
plant it. The elder brother directed him how to place it—a plain
stone, with a sand-glass, skull, and cross-bones, chiselled not rudely,
and a few words inscribed. The younger brother regarded the
operation with a troubled eye, and said, loudly enough to be heard by
several of the bystanders, “William, this was not kind in you;—you
should have told me of this. I loved my father as well as you could
love him. You were the elder, and, it may be, the favourite son; but I
had a right in nature to have joined you in ordering this headstone,
had I not?”
During these words, the stone was sinking into the earth, and
many persons who were on their way from the grave returned. For a
while the elder brother said nothing, for he had a consciousness in
his heart that he ought to have consulted his father’s son in designing
this last becoming mark of affection and respect to his memory; so
the stone was planted in silence, and now stood erect, decently and
simply among the other unostentatious memorials of the humble
dead.
The inscription merely gave the name and age of the deceased, and
told that the stone had been erected “by his affectionate sons.” The
sight of these words seemed to soften the displeasure of the angry
man, and he said, somewhat more mildly, “Yes, we were his
affectionate sons, and since my name is on the stone, I am satisfied,
brother. We have not drawn together kindly of late years, and
perhaps never may; but I acknowledge and respect your worth; and
here, before our own friends, and before the friends of our father,
with my foot above his head, I express my willingness to be on better
and other terms with you, and if we cannot command love in our
hearts, let us, at least, brother, bar out all unkindness.”
The minister, who had attended the funeral, and had something
intrusted to him to say publicly before he left the churchyard, now
came forward, and asked the elder brother why he spake not
regarding this matter. He saw that there was something of a cold and
sullen pride rising up in his heart—for not easily may any man hope
to dismiss from the chamber of his heart even the vilest guest, if once
cherished there. With a solemn and almost severe air, he looked
upon the relenting man, and then, changing his countenance into
serenity, said gently,—
Behold how good a thing it is,
And how becoming well,
Together such as brethren are
In unity to dwell.
On the morning of the 30th August 1695, just as the sun began to
tinge the dark and blood-stained battlements of Namur, a
detachment of Mackay’s Scottish regiment made their rounds,
relieving the last night-sentinels, and placing those of the morning.
As soon as the party returned to their quarters, and relaxed from the
formalities of military discipline, their leader, a tall, muscular man,
of about middle age, with a keen eye and manly features, though
swarthy and embrowned with toil, and wearing an expression but
little akin to the gentle or the amiable, moved to an angle of the
bastion, and, leaning on his spontoon, fixed an anxious gaze on the
rising sun. While he remained in this position, he was approached by
another officer, who, slapping him roughly on the shoulder, accosted
him in these words—
“What, Monteith! are you in a musing mood? Pray, let me have the
benefit of your morning meditations.”
“Sir!” said Monteith, turning hastily round. “Oh! ’tis you, Keppel.
What think you of this morning?”
“Why, that it will be a glorious day for some; and for you and me, I
hope, among others. Do you know that the Elector of Bavaria
purposes a general assault to-day?”
“I might guess as much, from the preparations going on. Well,
would it were to-morrow!”
“Sure you are not afraid, Monteith?”
“Afraid! It is not worth while to quarrel at present; but methinks
you, Keppel, might have spared that word. There are not many men
who might utter it and live.”
“Nay, I meant no offence; yet permit me to say, that your words
and manner are strangely at variance with your usual bearing on a
battle-morn.”
“Perhaps so,” replied Monteith; “and, but that your English
prejudices will refuse assent, it might be accounted for. That sun will
rise to-morrow with equal power and splendour, gilding this earth’s
murky vapours, but I shall not behold his glory.”
“Now, do tell me some soothful narrative of a second-sighted seer,”
said Keppel. “I promise to do my best to believe it. At any rate, I will
not laugh outright, I assure you.”
“I fear not that. It is no matter to excite mirth; and, in truth, I feel
at present strangely inclined to be communicative. Besides, I have a
request to make; and I may as well do something to induce you to
grant it.”
“That I readily will, if in my power,” replied Keppel. “So, proceed
with your story, if you please.”
“Listen attentively, then—and be at once my first and my last
confidant.
“Shortly after the battle of Bothwell Bridge, I joined the troop
commanded by Irvine of Bonshaw; and gloriously did we scour the
country, hunting the rebel Covenanters, and acting our pleasure
upon man, woman, and child, person and property. I was then but
young, and, for a time, rather witnessed than acted in the wild and
exciting commission which we so amply discharged. But use is all in
all. Ere half-a-dozen years had sped their round, I was one of the
prettiest men in the troop at everything. It was in the autumn of
1684, as I too well remember, that we were engaged in beating up the
haunts of the Covenanters on the skirts of Galloway and Ayrshire. A
deep mist, which covered the moors thick as a shroud—friendly at
times to the Whigs, but, in the present instance, their foe—concealed
our approach, till we were close upon a numerous conventicle. We
hailed, and bade them stand; but, trusting to their mosses and glens,
they scattered and fled. We pursued in various directions, pressing
hard upon the fugitives. In spite of several morasses which I had to
skirt, and difficult glens to thread, being well mounted, I gained
rapidly on a young mountaineer, who, finding escape by flight
impossible, bent his course to a house at a short distance, as hoping
for shelter there, like a hare to her form. I shouted to him to stand;
he ran on. Again I hailed him; but he heeded not; when, dreading to
lose all trace of him, should he gain the house, I fired. The bullet took
effect. He fell, and his heart’s blood gushed on his father’s threshold.
Just at that instant an aged woman, alarmed by the gallop of my
horse, and the report of the pistol, rushed to the door, and
stumbling, fell upon the body of her dying son. She raised his
drooping head upon her knee, kissed his bloody brow, and screamed
aloud, ‘Oh, God of the widow and the fatherless, have mercy on me!’
One ghastly convulsive shudder shook all her nerves, and the next
moment they were calm as the steel of my sword; then raising her
pale and shrivelled countenance, every feature of which was fixed in
the calm, unearthly earnestness of utter despair, or perfect
resignation, she addressed me, every word falling distinct and
piercing on my ear like dropping musketry.
“‘And hast thou this day made me a widowed, childless mother?
Hast thou shed the precious blood of this young servant of Jehovah?
And canst thou hope that thy lot will be one of unmingled happiness?
Go, red-handed persecutor! Follow thine evil way! But hear one
message of truth from a feeble and unworthy tongue. Remorse, like a
bloodhound, shall dog thy steps; and the serpent of an evil
conscience shall coil around thy heart. From this hour thou shalt
never know peace. Thou shalt seek death, and long to meet it as a
friend; but it shall flee thee. And when thou shalt begin to love life,
and dread death, then shall thine enemy come upon thee; and thou
shalt not escape. Hence to thy bloody comrades, thou second Cain!
Thou accursed and banished from the face of Heaven and of mercy!
—
“‘Foul hag!’ I exclaimed, it would take little to make me send thee
to join thy psalm-singing offspring!’
“‘Well do I know that thou wouldst if thou wert permitted!’ replied
she. ‘But go thy way, and bethink thee how thou wilt answer to thy
Creator for this morning’s work!’
“And, ceasing to regard me, she stooped her head over the dead
body of her son. I could endure no more, but wheeled around, and
galloped off to join my companions.
“From that hour, I felt myself a doomed and miserable man. In
vain did I attempt to banish from my mind the deed I had done, and
the words I had heard. In the midst of mirth and revelry, the dying
groan of the youth, and the words of doom spoken by his mother,
rung for ever in my ears, converting the festal board to a scene of
carnage and horror, till the very wine-cup seemed to foam over with
hot bubbling gore. Once I tried—laugh, if you will—I tried to pray;
but the clotted locks of the dying man, and the earnest gaze of the
soul-stricken mother, came betwixt me and Heaven,—my lip faltered
—my breath stopped—my very soul stood still, for I knew that my
victims were in Paradise, and how could I think of happiness—I,
their murderer—in one common home with them? Despair took
possession of my whole being. I rushed voluntarily to the centre of
every deadly peril, in hopes to find an end to my misery. Yourself can
bear me witness that I have ever been the first to meet, the last to
retire from, danger. Often, when I heard the battle-signal given, and
when I passed the trench, or stormed the breach, in front of my
troop, it was less to gain applause and promotion than to provoke the
encounter of death. ’Twas all in vain. I was doomed not to die, while I
longed for death. And now—”
“Well, by your own account, you run no manner of risk, and at the
same time are proceeding on a rapid career of military success,” said
Keppel; “and, for my life, I cannot see why that should affect you,
supposing it all perfectly true.”
“Because you have not yet heard the whole. But listen a few
minutes longer. During last winter, our division, as you know, was
quartered in Brussels, and was very kindly entertained by the
wealthy and good-natured Flemings. Utterly tired of the heartless
dissipation of life in a camp, I endeavoured to make myself agreeable
to my landlord, that I might obtain a more intimate admission into
his family circle. To this I was the more incited, that I expected some
pleasure in the society of his daughter. In all I succeeded to my wish.
I became quite a favourite with the old man, and procured ready
access to the company of his child. But I was sufficiently piqued to
find, that in spite of all my gallantry, I could not learn whether I had
made any impression upon the heart of the laughing Fanchon. What
peace and playful toying could not accomplish, war and sorrow did.
We were called out of winter quarters, to commence what was
anticipated to be a bloody campaign. I obtained an interview to take
a long and doubtful farewell. In my arms the weeping girl owned her
love, and pledged her hand, should I survive to return once more to
Brussels. Keppel, I am a doomed man; and my doom is about to be
accomplished! Formerly I wished to die; but death fled me. Now I
wish to live; and death will come upon me! I know I shall never more
see Brussels, nor my lovely little Fleming. Wilt thou carry her my last
farewell; and tell her to forget a man who was unworthy of her love—
whose destiny drove him to love, and be beloved, that he might
experience the worst of human wretchedness? You’ll do this for me,
Keppel?”
“If I myself survive, I will. But this is some delusion—some strong
dream. I trust it will not unnerve your arm in the moment of the
storm.”
“No! I may die—must die; but it shall be in front of my troop, or in
the middle of the breach. Yet how I long to escape this doom! I have
won enough of glory; I despise pillage and wealth; but I feel my very
heartstrings shrink from the now terrible idea of final dissolution.
Oh! that the fatal hour were past, or that I had still my former
eagerness to die! Keppel, if I dared, I would to-day own myself a
coward.”
“Come with me,” said Keppel, “to my quarters. The night air has
made you aguish. The cold fit will yield to a cup of as generous Rhine
wine as ever was drunk on the banks of the Sambre.” Monteith
consented, and the two moved off to partake of the stimulating and
substantial comforts of a soldier’s breakfast in the Netherlands.
It was between one and two in the afternoon. An unusual stillness
reigned in the lines of the besiegers. The garrison remained equally
silent, as watching in deep suspense on what point the storm
portended by this terrible calm would burst. A single piece of
artillery was discharged. Instantly a body of grenadiers rushed from
the intrenchments, struggled over masses of ruins, and mounted the
breach. The shock was dreadful. Man strove with man, and blow
succeeded to blow, with fierce and breathless energy. The English
reached the summit, but were almost immediately beaten back,
leaving numbers of their bravest grovelling among the blackened
fragments. Their leader, Lord Cutts, had himself received a
dangerous wound in the head; but disregarding it, he selected two
hundred men from Mackay’s regiment, and putting them under the
command of Lieutenants Cockle and Monteith, sent them to restore
the fortunes of the assault. Their charge was irresistible. Led on by
Monteith, who displayed a wild and frantic desperation, rather than
bravery, they broke through all impediments, drove the French from
the covered way, seized on one of the batteries, and turned the
cannon against the enemy. To enable them to maintain this
advantage, they were reinforced by parties from other divisions.
Keppel, advancing in one of those parties, discovered the mangled
form of his friend Monteith, lying on heaps of the enemy on the very
summit of the captured battery. He attempted to raise the seemingly
lifeless body. Monteith opened his eyes,—“Save me!” he cried; “save
me! I will not die! I dare not—I must not die!”
It were too horrid to specify the ghastly nature of the mortal
wounds which had torn and disfigured his frame. To live was
impossible. Yet Keppel strove to render him some assistance, were it
but to soothe his parting spirit. Again he opened his glazing eyes,—“I
will resist thee to the last!” he cried, in a raving delirium. “I killed
him but in the discharge of my duty. What worse was I than others?
Poor consolation now! The doom—the doom! I cannot—dare not—
must not—will not die!” And while the vain words were gurgling in
his throat, his head sunk back on the body of a slaughtered foe, and
his unwilling spirit forsook his shattered body.—Edinburgh Literary
Journal.
THE LADY OF WARISTOUN.