The meme is also one of the most important--and controversial--concepts to emerge since 'The Origin of the Species' appeared nearly 150 years ago.In 'The Meme Machine' Susan Blackmore boldly asserts: "Just as the design of our bodies can be understood only in terms of natural selection, so the design of our minds can be understood only in terms of memetic selection." Indeed, Blackmore shows that once our distant ancestors acquired the crucial ability to imitate, a second kind of natural selection began, a survival of the fittest amongst competing ideas and behaviors. Ideas and behaviors that proved most adaptive - making tools, for example, or using language--survived and flourished, replicating themselves in as many minds as possible. These memes then passed themselves on from generation to generation by helping to ensure that the genes of those who acquired them also survived and reproduced. Applying this theory to many aspects of human life, Blackmore offers brilliant explanations for why we live in cities, why we talk so much, why we can't stop thinking, why we behave altruistically, how we choose our mates, and much more.With controversial implications for our religious beliefs, our free will, our very sense of "self," 'The Meme Machine' offers a provocative theory everyone will soon be talking about.

     To be childish is to expect a certain outcome will come your way, that you deserve to hole the putt or that you shouldn’t miss from a certain distance. The Lost Art of Putting will help you become more child-like on the greens and less childish. Leading tour coach Gary Nicol and performance coach Karl Morris have 60 years’ combined coaching experience. It is their belief that the game of golf is not about finding ‘the’ way to do it but more a case of discovering, or perhaps more importantly uncovering, ‘your’ way to do it. The perspective and concepts they share with you in this book have the potential to liberate you so that you can experience what you are truly capable of on the greens.

    Edgar, like many other people, has synesthesia - a fascinating condition in which music can have color, words can have taste, and time and numbers float through space.Everyone will be closely acquainted with at least 6 or 7 people who have synesthesia but you may not yet know who they are because, until very recently, synesthesia was largely hidden and unknown. Now science is uncovering its secrets and the findings are leading to a radical rethink about how our senses are organized. In this timely and thought-provoking book, Jamie Ward argues that sensory mixing is the norm even though only a few of us cross the barrier into the realms of synesthesia.How is it possible to experience color when no color is there? Why do some people experience touch when they see someone else being touched? Can blind people be made to see again by using their other senses? Why do scientists no longer believe that there are five senses? How does the food industry exploit the links that exist between our senses? Does synesthesia have a function? The Frog Who Croaked Blue explores all these questions in a lucid and entertaining way, making it fascinating reading for anyone with an interest in the intriguing workings of the mind.

    Disciples of Darwin have explained how natural selection produced plants, but what about the human mind?In From Bacteria to Bach and Back, Daniel C. Dennett builds on recent discoveries from biology and computer science to show, step by step, how a comprehending mind could in fact have arisen from a mindless process of natural selection. A crucial shift occurred when humans developed the ability to share memes, or ways of doing things not based in genetic instinct. Competition among memes produced thinking tools powerful enough that our minds don’t just perceive and react, they create and comprehend.An agenda-setting book for a new generation of philosophers and scientists, From Bacteria to Bach and Back will delight and entertain all those curious about how the mind works.

    An exhilarating account of Sapolsky’s twenty-one-year study of a troop of rambunctious baboons in Kenya, A Primate’s Memoir interweaves serious scientific observations with wry commentary about the challenges and pleasures of living in the wilds of the Serengeti — for man and beast alike. Over two decades, Sapolsky survives culinary atrocities, gunpoint encounters, and a surreal kidnapping, while witnessing the encroachment of the tourist mentality on the farthest vestiges of unspoiled Africa. As he conducts unprecedented physiological research on wild primates, he becomes evermore enamored of his subjects — unique and compelling characters in their own right — and he returns to them summer after summer, until tragedy finally prevents him.By turns hilarious and poignant, A Primate’s Memoir is a magnum opus from one of our foremost science writers.

    This began to change with the devising of methods to try to tap into what was going on in the 'black box' of the mind, and the development of 'cognitive psychology'. With the study of patients who had suffered brain damage or injury to limited parts of the brain, outlines of brain components and processes began to take shape, and by the end of the 1970s, a new science, cognitive neuroscience, was born. But it was with the development of ways of accessing activation of the working brain using imaging techniques such as PET and fMRI that cognitive neuroscience came into its own, as a science cutting across psychology and neuroscience, with strong connections to philosophy of mind. Experiments involving subjects in scanners while doing various tasks, thinking, problem solving, and remembering are shedding light on the brain processes involved. The research is exciting and new, and often makes media headlines. But there is much misunderstanding about what brain imaging tells us, and the interpretation of studies on cognition.In this Very Short Introduction Richard Passingham, a distinguished cognitive neuroscientist, gives a provocative and exciting account of the nature and scope of this relatively new field, and the techniques available to us, focusing on investigation of the human brain. He explains what brain imaging shows, pointing out common misconceptions, and gives a brief overview of the different aspects of human cognition: perceiving, attending, remembering, reasoning, deciding, and acting. Passingham concludes with a discussion of the exciting advances that may lie ahead.ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

    We can now pin down the neurons that fire when a person reports becoming aware of a piece of information and understand the crucial role unconscious computations play in how we make decisions. The emerging theory enables a test of consciousness in animals, babies, and those with severe brain injuries.A joyous exploration of the mind and its thrilling complexities, Consciousness and the Brain will excite anyone interestedin cutting-edge science and technology and the vast philosophical, personal, and ethical implications of finally quantifyingconsciousness.

    Admittedly, computers now play chess at the grandmaster level, but do they understand the game as we do? Can a computer eventually do everything a human mind can do? In this absorbing and frequently contentious book, Roger Penrose--eminent physicist and winner, with Stephen Hawking, of the prestigious Wolf prize--puts forward his view that there are some facets of human thinking that can never be emulated by a machine. Penrose examines what physics and mathematics can tell us about how the mind works, what they can't, and what we need to know to understand the physical processes of consciousness. He is among a growing number of physicists who think Einstein wasn't being stubborn when he said his little finger told him that quantum mechanics is incomplete, and he concludes that laws even deeper than quantum mechanics are essential for the operation of a mind. To support this contention, Penrose takes the reader on a dazzling tour that covers such topics as complex numbers, Turing machines, complexity theory, quantum mechanics, formal systems, Godel undecidability, phase spaces, Hilbert spaces, black holes, white holes, Hawking radiation, entropy, quasicrystals, the structure of the brain, and scores of other subjects. The Emperor's New Mind will appeal to anyone with a serious interest in modern physics and its relation to philosophical issues, as well as to physicists, mathematicians, philosophers and those on either side of the AI debate.

    Although we are unaware of it, our brains sift through and discard billions of pieces of data in order to allow us to understand the world around us. In fact, most of what we call thought is actually the unconscious discarding of information. What our consciousness rejects constitutes the most valuable part of ourselves, the "Me" that the "I" draws on for most of our actions--fluent speech, riding a bicycle, anything involving expertise. No wonder that, in this age of information, so many of us feel empty and dissatisfied. As engaging as it is insightful, this important book encourages us to rely more on what our instincts and our senses tell us so that we can better appreciate the richness of human life.

    The basic assumption is that vision depends on the eye which is connected to the brain. The author suggests that natural vision depends on the eyes in the head on a body supported by the ground, the brain being only the central organ of a complete visual system. When no constraints are put on the visual system, people look around, walk up to something interesting and move around it so as to see it from all sides, and go from one vista to another. That is natural vision -- and what this book is about.

    The term “complexity” can be misleading, however, because what makes West’s discoveries so beautiful is that he has found an underlying simplicity that unites the seemingly complex and diverse phenomena of living systems, including our bodies, our cities and our businesses. Fascinated by issues of aging and mortality, West applied the rigor of a physicist to the biological question of why we live as long as we do and no longer. The result was astonishing, and changed science, creating a new understanding of energy use and metabolism: West found that despite the riotous diversity in the sizes of mammals, they are all, to a large degree, scaled versions of each other. If you know the size of a mammal, you can use scaling laws to learn everything from how much food it eats per day, what its heart-rate is, how long it will take to mature, its lifespan, and so on. Furthermore, the efficiency of the mammal’s circulatory systems scales up precisely based on weight: if you compare a mouse, a human and an elephant on a logarithmic graph, you find with every doubling of average weight, a species gets 25% more efficient—and lives 25% longer. This speaks to everything from how long we can expect to live to how many hours of sleep we need. Fundamentally, he has proven, the issue has to do with the fractal geometry of the networks that supply energy and remove waste from the organism's body. West's work has been game-changing for biologists, but then he made the even bolder move of exploring his work's applicability to cities. Cities, too, are constellations of networks and laws of scalability relate with eerie precision to them. For every doubling in a city's size, the city needs 15% less road, electrical wire, and gas stations to support the same population. More amazingly, for every doubling in size, cities produce 15% more patents and more wealth, as well as 15% more crime and disease. This broad pattern lays the groundwork for a new science of cities. Recently, West has applied his revolutionary work on cities and biological life to the business world. This investigation has led to powerful insights into why some companies thrive while others fail. The implications of these discoveries are far-reaching, and are just beginning to be explored. Scale is a thrilling scientific adventure story about the elemental natural laws that bind us together in simple but profound ways. Through the brilliant mind of Geoffrey West, we can envision how cities, companies and biological life alike are dancing to the same simple, powerful tune, however diverse and unrelated they are to each other.From the Hardcover edition.

    For all of neuroscience's advances, we've made little progress on its biggest question: How do simple cells in the brain create intelligence? Jeff Hawkins and his team discovered that the brain uses maplike structures to build a model of the world-not just one model, but hundreds of thousands of models of everything we know. This discovery allows Hawkins to answer important questions about how we perceive the world, why we have a sense of self, and the origin of high-level thought.

    But how the mind works remains one of humankind's greatest mysteries. With boundless curiosity and enthusiasm, Shannon Moffett, a Stanford medical student, takes us down the halls of neuroscience to the front lines of cutting-edge research and medicine to meet some of today's most extraordinary scientists and thinkers, all grappling with provocative questions: Why do we dream? How does memory work? How do we see? What happens when we think? Each chapter delves into a different aspect of the brain, following the experts as they chart new ground. Moffett takes us to a lab where fMRI scans reveal the multitude of stimuli that our brains unconsciously take in; inside an operating room where a neurosurgeon removes a bullet from a patient's skull; to the lab of Christof Koch, a neuroscientist tracking individual neurons in order to crack the code of consciousness; and to a research lab where scientists are investigating the relationship between dreams and waking life. She also takes us beyond the scientific world—to a Zen monk's zendo, where she explores the effects of meditation on the brain; inside the home of a woman suffering from dissociative identity disorder; to a conference with the philosopher Daniel Dennett, who uses illusions, magic, tricks, and logic to challenge our assumptions about the mind; and to the home of the late Nobel Laureate Francis Crick, co-discoverer with James Watson of DNA's double-helix structure. Filled with fascinating case studies and featuring a timeline that tracks the development of the brain from conception to death, The Three Pound Enigma is a remarkable exploration of what it means to be human.

    They are constantly attempting to persuade us to buy, learn and act. Some are more successful than others in infl uencing our behavior and choices. What is the secret power of these messages? How do they succeed in changing our behavior?This book analyzes advertising beyond the persuasive power of the imagery itself. It explains the psychology behind 33 effective infl uence techniques in visual persuasion and how to apply them.The techniques range from infl uencing essentials to more obscure and insidious ones. The reader will gain deep insights into how visual means are constructed to infl uence behavior and decisionmaking on an unconscious level.All techniques are supported by rich visual references and additional information on the psychology of behavior change. This publication is not just an eye-opener for professionals and students in the communications and design field, but also for anybody who wants to understand how our behavior is infl uenced unconsciously by advertising, social campaigns and governmental messages. The book is co-authored by leading figures in social infl uence and visual persuasion. It is designed as an accessible modern reference book for creating and understanding persuasive visual imagery. It will open your eyes, we promise!- The psychology behind communication- Eye-opening for professionals and the general public- Leading authors in social influence and visual persuasion

    We nevertheless muddle through even in the absence of theories of how to act. But how do we do it?In Probably Approximately Correct, computer scientist Leslie Valiant presents a masterful synthesis of learning and evolution to show how both individually and collectively we not only survive, but prosper in a world as complex as our own. The key is “probably approximately correct” algorithms, a concept Valiant developed to explain how effective behavior can be learned. The model shows that pragmatically coping with a problem can provide a satisfactory solution in the absence of any theory of the problem. After all, finding a mate does not require a theory of mating. Valiant’s theory reveals the shared computational nature of evolution and learning, and sheds light on perennial questions such as nature versus nurture and the limits of artificial intelligence.Offering a powerful and elegant model that encompasses life’s complexity, Probably Approximately Correct has profound implications for how we think about behavior, cognition, biological evolution, and the possibilities and limits of human and machine intelligence.