The Naked Brain: How the Emerging Neurosociety Is Changing How We Live, Work, and Love by Richard Restak

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(Paperback - Reprint)

  • Pub. Date: October 2007
  • 272pp
  • Sales Rank: 117,802
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    Product Details

    • Pub. Date: October 2007
    • Publisher: Crown Publishing Group
    • Format: Paperback, 272pp
    • Sales Rank: 117,802

    Synopsis

    Consider a world in which

    • Marketers use brain scans to determine consumer interest in a product

    • Politicians use brain-image-based profiles to target voters

    • A test could determine your suitability for a job or to whom you will be romantically attracted

    Far from science fiction, this “neurosociety”—a society in which brain science influences every aspect of daily life—is already here.

    Innovative researchers and cutting-edge technology, like brain imaging and brain scanning devices, have revolutionized our understanding of how we process information, communicate, trust, sympathize, and love. However, scientists and doctors are not the only ones interested in the naked brain; advertisers, politicians, economists, and others are using the latest findings on the human brain to reshape our lives, from the bedroom to the boardroom.

    Despite the potential benefits, there’s obvious peril in the promise. Richard Restak explores the troubling moral and legal dilemmas that arise from corporate and political applications of this new brain research. Someday we may live in a world where our choices, our professional and personal prospects, even our morals and ethics will be controlled by those armed with an elite understanding of the principles of neuroscience.

    Eye-opening and provocative, The Naked Brain is a startling look at the impact such unprecedented access to our most secret thoughts and tendencies will have on all of us.

    In The Naked Brain, bestselling author Richard Restak explores how the latest technology and research have exposed the brain and how we think, feel,remember, and socialize in unprecedented and often surprising ways. Now that knowledge is being used by doctors, advertisers, politicians, and others to influence and revolutionize nearly every aspect of our daily lives.

    Restak is our guide to this neurosociety, a brave new world in which brain science influences our present and will even more tangibly shape our future. Citing social trends, shifts in popular culture, the rise and fall of products in the public favor, even changes in the American vernacular, The Naked Brain is an illuminating and often troubling investigation of the impending opportunities and dangers being created by the neuroscience revolution, and a revelation for anyone who ever wondered why they prefer Coke over Pepsi or Kerry over Bush.


    From the Hardcover edition.

    Publishers Weekly

    No brain is an island-so argues neurologist and writer Restak (The New Brain) in his latest book, which aims to synthesize emerging research on what he calls "social neuroscience," which examines the relationship between the social lives of human beings and the physical structure of our brains. Much of this research indicates that we're hard-wired to relate to other people, from the new mother who instinctively recognizes the cry of her infant to the twinge of empathy we feel when we see a lost stranger. Restak proposes that we can use this knowledge to understand our own behavior (a jilted lover, for example, feels an attachment and craving for his departed ex because the memory of her quite literally causes brain activity in the regions that control both pleasure and addiction) and potentially even control it (Buddhist monks seem to be able to rewire and enhance their brain activity through meditation). In the end, it's a bit unclear whether Restak wants to be a dispassionate observer of the scientific landscape or a more activist polemicist-the book closes with the claim that "by learning as much as we can about [social neuroscience], we will be in a position to resist manipulation by ads, pop culture, political spin, movies and television... social neuroscience can provide us a path towards... personal and collective liberation." Either way, this book offers a fascinating glimpse into how our brains are built. (Sept. 26) Copyright 2006 Reed Business Information.

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    Biography

    Richard Restak, M.D., is a neurologist, neuropsychiatrist, and clinical professor of neurology at George Washington University’s Medical Center. He is the bestselling author of fifteen acclaimed books about the brain, including Mozart’s Brain and the Fighter Pilot and Poe’s Heart and the Mountain Climber. He has also written the companion book to several PBS specials.


    From the Hardcover edition.

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