How the Public Engages With Brain Optimization: The Media-mind Relationship

Area of Science:

• Neuroscience and Society
• Public Understanding of Science
• Media Studies

Background:

• Brain optimization, applying neuroscience to enhance cognitive function, is a growing societal concern.
• Previous research indicates media discourse on brain optimization is individualistic, emphasizing self-cultivation.
• Limited research explores how lay populations perceive brain optimization compared to media portrayals.

Purpose of the Study:

• To compare representations of brain optimization in British media coverage (2000-2012) with lay perspectives from London residents.
• To investigate continuities and discontinuities between media and public discourse on brain optimization.
• To analyze the cultural significance and implications for public engagement with neuroscience.

Main Methods:

• Analysis of British press coverage from 2000 to 2012 concerning brain optimization.
• Qualitative interviews with forty-eight London residents about their views on brain optimization.
• Comparative analysis of themes and representations across both data sets.

Main Results:

• Both media and interviewees viewed the brain as a manipulable resource, with lifestyle choices key to optimal function.
• Media discourse on brain optimization was more pronounced and prescriptive than lay perspectives.
• Awareness of brain optimization practices was common among interviewees, but commitment to them was low; notable divergences included media focus on child optimization and public beliefs in underused brain tissue.

Conclusions:

• While the public shares some notions of the brain as a resource with the media, significant differences exist in emphasis and commitment.
• The media's framing of brain optimization may not fully reflect or resonate with public understanding and practices.
• Understanding these continuities and discontinuities is crucial for effective public engagement with neuroscience.