Neuromarketing for fun and profit. Well, okay, just profit.
According to an article in last Sunday's New York Times (free sub required, but you knew that already), technologies such as MRIs, which allow the scanning of brain function, are increasingly being used to understand why people are moved by advertising, how consumerism shapes (and is shaped by) identity, and what marketers can do to take advantage of this.
The article refers to this as "neuromarketing," and suggests that it might be the next revolution in consumer culture. Some ads result in stimulation of pleasure centers, some in the stimulation of identity centers, and others in the stimulation of cognitive centers. The tricky part is that which sections of the brain get the most stimulation varies from person to person. Presumably, this stimulation will also shift over time, as consumers develop brand loyalties and react to shifting styles.
This hits close to home for me, not because I'm in marketing or have access to a home MRI kit, but because I just finished a science fiction game book called Toxic Memes which spends quite a bit of time discussing the implications of a world where brain functions have been fully mapped and many people wear devices that tap directly into cognitive functions. I figured something like this would happen soon, but not this soon.
We still understand only a small fraction of how the brain works, but neuroscience is learning more every day. The development of vision systems for the blind that tap directly into the brain and implants that allow a primate brain to control remote devices would have been considered fanciful science fiction a decade ago, and will seem primitive and clumsy a decade from now. What will the world look like when we can send instant messages to each other not through thumb-driven handheld devices, but simply by thinking? Or when we can tap into each other's cognitive abilities in order to make big decisions? What will "grid" neurosystem networks look like?
You think things are weird now? Just wait.
Biologists at the
Although the Human Genome Project (and the various plant & animal genome projects that preceded it and continue on) was often hyped as the key to unlocking human biology, it's only the first step in a bigger process. Genes code for proteins. Of far greater utility than a genome map -- and of far greater complexity -- is a map of protein interaction, sometimes called a "proteome." Proteins form the building blocks of tissues, and their interactions are the basis for biological systems. In short, proteins actually carry out the details of being a living being.
Plastic was to the 1960's what cryonics was to the 1980's -- symbolic of the Future. While freezing one's head after death never really made it to the mainstream, plastics are all around us. With a couple of recent developments, plastic may well again be the wave of the future.
At 25 light years away, Vega is one of the closer stars in the night sky, and one of the brightest. British astronomers, working at the James Clerk Maxwell telescope in Hawaii,
If you've read Neal Stephenson's brilliant novel The Diamond Age, you will certainly remember his description of "toner wars" -- clouds of carbon-based nanoparticles fighting it out as tools of economic or political dominance. Breathing in the microscopic machines wasn't good for you, but that was related to the various nasty things that the overly-aggressive nanoassemblers might do once in your system. In reality, the danger from such a threat would may have more to do simply with how small they are.
I
In a bit of serendipity, several items about the future of power generation popped up on my radar recently. They nicely demonstrate alternative sources of electricity now, in the near future, and a bit down the road. Quick synopsis: the days of massive generators like the one shown to the right are numbered.
When I was in London earlier this month, I visited the British Museum. The pieces of ancient civilization and the various plunderings of empire were interesting, but what I really wanted to see was the Rosetta Stone (that's my picture of it at right). The Rosetta Stone, found by Napoleon's troops in Egypt in 1799 and transferred to British control in 1802 as a spoil of war, was a largish piece of basalt covered with an official pronouncement about Pharaoh Ptolemy, written in ancient Greek, demotic, and ancient Egyptian hieroglyphics. That dark gray slab embodies a fascinating mix of anthropology, archaeology, and cryptography. Prior to the discovery of the Rosetta Stone, hieroglyphics were considered indecipherable pictograms; after the Rosetta Stone, hieroglyphics were a window into the workings of ancient Egypt. It's entirely possible that, had the Rosetta Stone never been found, the meaning of hieroglyphics would have been lost forever. (Simon Singh's fascinating text on cryptography, The Code Book, has a good chapter on how the Stone led to figuring out hieroglyphics.)
The disk is physically etched with words in 1,000 languages, requiring a high-power optical microscope to read. This is a more survivable format than digital media; there's no risk that the particular reader technology will be lost to obsolescence or market whims. The disk contains
Starting from the premise that "lots of copies keeps stuff safe," the disk will be mass-produced and globally distributed. Actually, very shortly it will be extraterrestrially distributed, as well. A copy of the Rosetta Project disk has been fitted to the ESA's
It's one of those assertions that a reasonable person might immediately dismiss -- sound waves can make bubbles in liquid blow up in such a way that they produce temperatures and pressures equivalent to the inside of the sun. But sonoluminescence is a well-known phenomenon (
Continuing with my space-themed weekend, I want to give a warm WorldChanging welcome to 
No, it's not a new sport, it's the