Drawing on Social Representations Theory and the principles of embodied phenomenology, this thesis aims to map the contours of the neuroscientific knowledge that surfaces in ordinary, everyday life in contemporary Britain. However, consideration of neuroscience’s cultural implications has largely remained speculative due to a paucity of research that directly examines how publics engage with neuroscientific ideas. The proliferation of neuroscience has been accompanied by lively debate, alternately excited and apprehensive, about its societal significance. The early years of the 21st century were marked by the increasing prominence of neuroscientific ideas in wider society.
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