About this author
Zack Lynch is author of The Neuro Revolution: How Brain Science Is Changing Our World (St. Martin's Press, July 2009).
He is the founder and executive director of the Neurotechnology Industry Organization (NIO) and co-founder of NeuroInsights. He serves on the advisory boards of the McGovern Institute for Brain Research at MIT, the Center for Neuroeconomic Studies, Science Progress, and SocialText, a social software company. Please send newsworthy items or feedback - to Zack Lynch.
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Brain Waves

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May 18, 2004

Hypersonic Sound Targets Your Brain

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Posted by Zack Lynch

According to the developers, "HyperSonic Sound Technology is simply the most revolutionary sound reproduction system of this century. Not since the development of the "cone" loudspeaker more than 75 years ago has any technology provided such significant departure from conventional loudspeakers and such a remarkable new approach to the reproduction of sound."

HyperSonic Sound is already being used by Coca Cola throughout the streets of Tokyo, sending sounds of the ice cubes dropping into the glass and the soda making that "psst" can-opening noise directly to into the ear drums of those passing by. But this is just the beginning. Most recently, the US Army has begun to deploy this technology for use in the field. Indeed, some are suggesting that we are entering the age of "hypersonic messaging", in which advertisers will use this technology to bombard people's brains with signals to trigger purchases.

While some claim this more directed form of information communication will reduce the clutter we here in our daily lives, many others are concerned that this technology breaches the divide between "public" and "private" space. Accordingly, some are already offering advice on how to construct an Aluminum Foil Deflector Beanie, a hat made from tinfoil described as "an effective low-cost solution to combating hypersonic sound. As technologies become more precise at directly targeting our sensory systems, the right to personal brain privacy and one's own cognitive liberty will grow. This particular technology is just a preview of what is going to come.

So, what are your rights?

Comments (1) + TrackBacks (0) | Category: Neuroethics


1. anonymous on July 19, 2004 11:49 PM writes...

and what about the potential for sexual harassment and other potentially dangerous manipulations?

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