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guest: though i didn t start out with this timeline but i came to it with the best-selling status of this trilogy called 50 shades of gray, so why fight 50 shades might be compelling but we got brainwashed. host: beyond wanting a great title, what was your motive? what were you trying to tell people by writing brainwashed ? guest: actually, the 50 shades come and brainwashed, being the subtitle the seductive appeal, wanted to talk about the greatest scientific achievements of modern time and how it s brain science, neuroscience and it has moved out into the public and tell brain imaging in particular functional magnetic imaging, most people familiar with brain scans, technicolor pictures of the brain, how that in particular because we consider that the kind of signature of modern neuroscience. so what was the trajectory of that elbe of the loud and the clinic and into the public s websphere what has that been like and what are the implications for the society? ho
title of this book? i understand you had a different title in mind when you started out. guest: no, i didn t start out with this title in the mind, but i came to it with the best selling status of this trilogy called 50 shades of grey. so i thought 50 shades of grey matter might be compelling, but we got brainwashed. host: what sorted of was your motive here? what were you trying to tell people by writing brainwashed? guest: actually, the subtitle being the seductive appeal, we wanted to talk, wanted to talk about what s probably the greatest scientific achievement of modern time and how brain science, neuroscience and how it s moved out into the public sphere and how brain imaging in particular, fmri, functional magnetic imaging, most people are familiar with brain scans, technicolor pictures of the brain, and how that in particular because we consider that the, kind of the signature tool of modern neuroscience. so how, what s the trajectory of that technology ou