One of the book’s standout strengths is Clegg’s ability to make complex and often unsettling topics accessible and engaging. Whether he's discussing the dangers of AI-generated deepfakes or the psychology behind targeted advertising, Clegg brings a clear, conversational tone to subjects that might otherwise feel daunting. His approach to brainjacking - the subtle art of influencing thoughts and behaviours - bridges scientific facts with everyday examples, showing how we’re often nudged or manipulated without realizing it. From the design of user interfaces to the power of storytelling, Clegg illustrates how manipulation is deeply embedded in the world around us.
The breadth of Brainjacking is impressive, as Clegg seamlessly moves between topics like Derren Brown’s psychological illusions, classic science fiction like The Space Merchants, and the latest research in cognitive psychology. He also discusses real-world examples, such as Cambridge Analytica’s controversial use of data and AI’s growing role in political manipulation. These examples make the abstract idea of brainjacking tangible and relatable, and Clegg does a great job balancing historical context with contemporary relevance.
Clegg’s thoughtful integration of science fiction into the discussion is particularly compelling. By referencing works like The Matrix or Philip K. Dick’s Minority Report, he not only highlights how long we’ve been fascinated by mind control and manipulation but also shows how these fictional scenarios are becoming eerily close to reality. This use of speculative fiction adds a layer of depth to the book, encouraging readers to imagine the potential future implications of the technologies and psychological techniques being explored.
Another highlight is Clegg's clear-eyed take on controversial psychological concepts like priming and hypnosis. While he acknowledges the scepticism and replication issues surrounding some of these studies, he doesn’t shy away from exploring their potential impact. Rather than dismissing them outright, he provides a balanced view, showing how even discredited theories offer insight into how easily our minds can be influenced.
What makes Brainjacking particularly engaging is how it doesn’t just leave readers with a sense of unease about manipulation. Clegg emphasizes the importance of awareness and critical thinking as tools to navigate a world where brainjacking is an ever-present reality. He encourages readers to question what they see, hear, and even think, fostering a more mindful approach to the information we consume.
In conclusion, Brainjacking is a fascinating, thought-provoking book that blends science, psychology, and culture into a highly readable and timely exploration of how our minds are shaped by external forces. Clegg’s approachable writing, combined with his wide-ranging insights, makes this a must-read for anyone curious about the hidden influences that affect our daily lives. It’s a book that not only informs but also empowers, giving readers the tools to recognize and resist the subtle manipulations that surround us.
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Review by Harriet Dunbar-Morris
Please note, this title is written by the editor of the Popular Science website. Our review is still an honest opinion – and we could hardly omit the book – but do want to make the connection clear.
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