Chapter 7, "Shock," contrasts two figures of "Doctor Shock" to dissect Naomi Klein's theory and differentiate between disciplinary power and neoliberal psychopolitics.

The chapter introduces Dr. Ewen Cameron, a psychiatrist who used violent electroshocks to "de-brand" and "re-brand" the psyche during the Cold War, representing an immunological, negative, and forceful intervention against an "Other" or "Enemy".

It then presents Milton Friedman, who advocated using the "shock" of catastrophes to return societies to "pure capitalism" through "painful shocks".

However, the chapter argues that Klein's theory of shock fails to grasp the true nature of neoliberal psychopolitics, which, unlike Cameron's disciplinary and negative shock therapy, operates through positivity, seduction, and the fulfillment of desires rather than coercion or repression.

This "SmartPolitics" flatters and anticipates the psyche, working with positive stimuli to please and fulfill.