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Science Goes to Hollywood

Monday, March 29th, 2010

AvatarFloatingMts

If you watched Armageddon and scoffed at the improbability of all of those huge, dramatic fires and explosions1, or raised your eyebrows at the surprising amount of antimatter in Angels and Demons2, you are not alone.

Sidney Perkowitz, a professor of physics at Emory University, is another critical movie-watcher who takes Hollywood to task both in print (with his 2007 book Hollywood Science: Movies, Science, and the End of the World) and in the media (having made a public pronouncement in The Guardian this past February).

Perkowitz belongs to The National Academy of Sciences and Entertainment (NASE), a program that helps entertainment industry professionals to keep their science-related content accurate and credible by connecting them with science and engineering experts. The NASE draws upon its relationship with the National Academy of Sciences—a board of experts created in 1863 by Abraham Lincoln to provide scientific advice to the federal government and the public.

Considering that science has played a major role in 19 of the top 50-grossing movies of all time—Avatar, to name one—it makes sense for writers and directors to start checking their facts. After all, while the public accepted the superhero/science blend presented in Watchmen, those characters and situations were well-researched (with help from the NASE). However, even the average movie-goer knew that detonating a nuclear explosion in the core of the earth (the premise of The Core) was a ridiculous plan . . . and the box office proved it.

MOVIES THAT MAY HAVE LEFT YOU WONDERING

  • Avatar (2010): Read about why floating mountains are implausible and how scientists would really propel a spaceship with antimatter.
  • Independence Day (1996): Find out why the movie’s opening scene should already have you skeptical. (Hint: you shouldn’t get dust bits blown into your eye on the moon.)

  • Jurassic Park (1993): You may already doubt scientists’ ability to bring back dinosaurs, but you may want to find out why using DNA from a preserved mosquito makes this even more unlikely.

1. Once the O2 is sucked away by the vacuum of space, there is no way for the fires/explosions to carry on in such a dramatic fashion.

2. Scientists have only produced antimatter in submicroscopic quantities. At the rate scientists are currently producing antimatter, it would take billions of years to produce enough for the type of bomb portrayed in the movie. Read more details here.

Advertisers are coming . . . with SOUND research

Friday, March 12th, 2010

Billboards, magazines, banner ads—they all appeal to one sense: sight. In fact, according to author and marketing researcher Martin Lindstrom, 83% of all forms of advertising primarily appeals only to consumers’ sense of sight.

Plenty of neuromarketing research—in reputable journals such as Neuron1 and PNAS2—has studied this appeal: in response to visual ads, facial muscles flicker, pupils dilate, sweat glands excrete, and of course, the brain lights up. However, marketers might do well to broaden their sensual repertoire. Lindstrom has found that these same visually-induced emotive responses occur when subjects hear sounds, too.

Hearing

To measure physical responses, Lindstrom wired volunteers to monitoring devices while having them listen to a variety of sounds, ranging from popular Disney theme songs (e.g. “When You wish Upon a Star”) to birds chirping. The sound that elicited the most positive responses—in terms of self-rated “positive feelings” and involuntary measured responses—was a baby giggling. The runner-up was a vibrating cell phone.

The reason these sounds are so powerful is straightforward: consumers have had experiences that imbue the sounds with meaning; therefore, hearing the sounds triggers a corresponding reaction. (For example, you would become hungry if you hear a steak sizzling, thirsty if you hear a can of soda pop open.) Advertisers and retailers can take advantage of these ingrained reactions, and some already are:

  • The 0101 Japanese department store is matching certain soundscapes with departments, such as birdsongs and the perfume department, and lapping water and formalwear.

  • The British airport operator, BAA, increased sales in their Glasgow terminal by 10% by playing ambient sounds such as birdsong and crashing waves to create a more relaxed atmosphere where the customers did not feel the urge to “hurry up and buy.”

  • Some supermarkets may soon begin to play sounds of percolating coffee or fizzing soda near the beverage aisles in order to subtly encourage customers that they really want these items.

So listen up! Because you never know who might be making a play for your ears. . . .

1 Knutson, B., Rick, S., Wimmer, G., Prelec, D., & Loewenstein, G. (2007). Neural Predictors of Purchases Neuron, 53 (1), 147-156 DOI: 10.1016/j.neuron.2006.11.010

2 Plassmann, H., O’Doherty, J., Shiv, B., & Rangel, A. (2008). Marketing actions can modulate neural representations of experienced pleasantness Proceedings of the National Academy of Sciences, 105 (3), 1050-1054 DOI: 10.1073/pnas.0706929105

A “Giant” Dose of Science

Friday, October 9th, 2009

Here Comes ScienceAdvertisers have known for years that music and memory fit hand-in-hand. Who can resist the infectiously catchy Oscar Meyer Weiner or Toys R’ Us Kid jingles? Even Alka-Seltzer has capitalized on the memory-enhancing qualities of meter and rhyme. Beyond making a brand stick however, tunes are frequently used to make knowledge memorable . . . and how much easier is it to remember scientific data through a song?

In fact, there is a plethora of scientific literature supporting the use of music as a mnemonic device.

This science-through-song strategy is exactly what the band They Might Be Giants employed as it wrote its third educational album, Here Comes Science. Following in the wake of Here Come the ABCs and Here come the 123s, They Might Be Giants’ latest album teaches children a variety of scientific concepts, from the duties of a paleontologist to the composition of the sun.

Ironically, band members John Flansburgh and John Linnell claim they did not necessarily set out to educate children with their music. “I was a terrible science student in high school,” says Flansburgh. “My last memory of the periodic table was right before I lost consciousness.” However, they found that science could appeal to a wider audience than the topics used for their previous albums. Thus, Here Comes Science distills scientific concepts into rhymes simple enough for young children to remember but complex enough for older children—and even adults—to appreciate.

  • The first song on the album, “Science is Real” explains the idea of scientific theory.

    “[It] isn’t just a hunch or a guess/It’s more like a question/That’s been put through a lot of tests.”

  • In “Meet the Elements,” Flansburgh and Linnell don’t just recite elements as Lehrer did in his 1959 song ”The Elements,” but relate elements to real-world objects and effects.

    “Carbon in its ordinary form is coal/Crush it together, and diamonds are born.”

  • Even “The Bloodmobile,” which covers circulation similarly to Schoolhouse Rock!’s “Do the Circulation,” goes one step further by incorporating blood’s specific interations with bodily organs and with hormones.

    “We need to send a message/To tell a limb to grow/Or speed the heart or regulate/Your hunger or your sleep.”

Watch videos from the album:

Science Is Real Meet the Elements The Bloodmobile

Star Trek Science

Thursday, May 14th, 2009

startrekmovie2009The new Star Trek film is out, and with all that intergalactic space-time mumbo jumbo floating around, now seems an appropriate time to separate fact from fiction. After all, some of the “futuristic” technology is clearly available today. “Communicators?” We have iPhones. “Universal translation devices?” Although they may turn out some muddled results, Google Translator and Yahoo! Babel Fish can accomplish the basics.

A more surprising device that actually existed before the Star Trek series began is the “hypospray,” or, as it is called in our world, the jet-injector. These devices inject medicine into the body using high-pressure jets of liquid instead of needles. They were first patented in 1960—the first episode of Star Trek aired in 1966—in order to administer mass vaccinations. Why aren’t they more popular today? Most likely because needles work just as well, and jet-injections are significantly more expensive.

Now, on to the more exciting gadgets. While we don’t have guns that can instantly vaporize human beings (these would require too much heat and energy), phasers are essentially energy-directed weapons—which we have developed, in the form of lasers. One example of a modern-day laser is the long-range tactical laser cannon, which is in final development under the US Air Force and Boeing. On August 7, 2008, the C-130H aircraft fired a beam that successfully destroying a three-by-three-foot target on the ground. This weapon is being developed for defensive tactics; it will knock out missiles by emitting the heat of a blowtorch at a distance of 20km.

Alternatively, the military might avoid enemy fire in the first place by evading detection through the use of Star Trek’s cloaking devices. And indeed, they are working on it! The latest research, published by researchers at Duke University in the January issue of Science, uses an algorithm, metamaterials, and electromagnetic radiation to produce a 20” X 4” cloak. The cloak works by bending light around its materials, effectively making them invisible. The technology has not yet advanced to being able to cloak against every wavelength, nor can it make a cloak the size of, say, a spaceship, but as is evidenced by the recent results from Duke (research which was supported by sponsors such as Raytheon Missile Systems and the Air Force Office of Scientific Research), these developments are no doubt underway.

startrek-teleportLast but certainly not least, we must address transporters—or, as they are more popularly known, teleporters. In Star Trek, teleportation works by disassembling a person down to the atomic level, converting them into energy, and then “beaming” them to the new location. In reality, however, there are several issues with this concept. First of all, disassembling a human being at the atomic level would require heating them up to a billion degrees. Then, turning those particles into energy would require energy equivalent to something along the lines of a 1,000 megaton nuclear weapon—not exactly practical if this technology is intended for mass transportation. Finally, Star Trek’s method of teleportation is receiverless—that is, no device is necessary to deposit the particles at their destination so long as a “signal” is available. However, according to the theory of quantum teleportation—which does exist in modern-day reality—a receiver would be necessary at the other end of the “trip.”

The modern concept of quantum teleportation involves sending our essential information, or “quantum state,” elsewhere. The problem with teleporting a human, however, is our size and our complexity. To teleport an object, its quantum state must be measured at the subatomic level. The average person is made up of more than 1027* atoms, which are in turn made up of all sorts of subatomic particles (i.e. protons, neutrons, electrons, etc.). Measuring all of these particles would not only take a very long time, but assembling them into their precise quantum state (i.e. you as opposed to your next-door-neighbor Sally, her dog Fido, or the rock in her front yard) is not something that is likely to be feasible in the near future.

If you’re interested in knowing more about the science of Star Trek, check out Lawrence Krauss’s book The Physics of Star Trek. As a theoretical physicist at Arizona State University’s School of Earth & Space Exploration, he gives some valuable insights in a recent interview with Scientific American, as well.

* 10,000,000,000,000,000,000,000,000,000

Tweet your Brain

Friday, April 24th, 2009

Lots of people hate Twitter. Too disruptive, too addictive, too limited, too annoying, too distracting—the list goes on. (Who cares what Lindsay Lohan is [not] eating for breakfast? Do you really want to know that your next-door-neighbor is now “feelin frisky” after his “l-8 nite”?) Adam Wilson, however, is not one of those people. This UW-Madison biomedical engineering doctoral student has taken what is commonly used as a social networking/micro-blogging service and turned it into an even more powerful communication tool, most aptly summarized in his very first message: “using EEG to send tweet.”

WHAT? Essentially, Wilson and his advisor Justin Williams—in collaboration with researchers at the Wadsworth Center in Albany, N.Y.—developed a computer-brain interface that enables “locked-in” patients (individuals who, due to stroke or disease, are left bodily paralyzed but mentally functioning) to communicate with both the outside and the virtual world.

HOW? All the letters of the alphabet come up on a computer screen, with each letter flashing individually. The patient focuses on the letter he/she wants, and when it flashes, changes occur in his/her brain activity (caused by this on-screen change from “not flashing” to “flashing”). These changes are captured by electrodes embedded in a cap, which the patient wears as part of the set-up. Wilson’s system then translates the signals and generates the appropriate letter on screen. When the message is done, the patient just focuses on the box reading, “Twit.”

Why Twitter? “A lot of the things that we’ve been doing are more scientific exercises,” Williams said. Using Twitter was a step toward producing in-home technology that can enhance life for a community of patients.

What’s next? Progressive visions for the future include connecting a baseball cap to a home computer (the most accessible, cost-effective version) or implanting electrodes under patients’ skin (which would provide more accurate, faster transmission to the computer).

Who knows, maybe we’ll all soon be reading the next Jean-Dominique Bauby’s book—via tweets!

Rapper’s Delight

Thursday, April 16th, 2009

There are a lot of different ways to teach biology. You can lecture, give quizzes, hand out worksheets. You can put students into groups and have classroom discussions. Or you can rap to them.

That is what one Standford biology professor, Tom McFadden does. With lessons like “It’s Too Late to Apoptize,” (a parody of Timbaland song “[It's Too Late to] Apologize”) and “I’m Going Back to Plasma Membrane” (from Notorious B.I.G.’s hit “Going Back to Cali”), McFadden makes biology, if not “cool”, then definitely more fun. Check out ”Regulatin’ Genes” (a parody of Jay Z’s “Money Ain’t a Thang”) to see for yourself.

“In the video,” McFadden describes, “they have so much money that they flip through it, throw it up in the air, throw it out of moving vehicles. Since we just had midterms, I’m projecting some wishful thinking in the video – that there are so many A+’s on the midterm that we can just throw them in the air.”

Next up on McFadden’s set list? “You Can Do It” by Ice Cube. He’s planning to rewrite it for his neuroscience class, to teach the biology of the brain. And if his success thus far is any indication—“Regulatin’ Genes” has now received more than 50,000 views on YouTube—McFadden can definitely do it.

Ereaders: What’s “Logical” from the CP Standpoint

Tuesday, March 3rd, 2009

Plastic Logic EreaderEreader Controversies Escalate
Whether you are an old-school addict intent upon preserving your leather-bound tomes, or a tech-savvy gadget guru loving your new iPhone, you will likely have heard about the launch of Amazon’s latest eReader, Kindle 2. Regardless of how you feel about this particular device, you will also most likely have formed some sort of opinion concerning eReaders in general.

Some people love them. “I’m convinced,” says Dean L. Hubbard, President of Northwest Missouri State University, “that students will read more and they will learn more, by using this medium.” (1) For the 2009 spring semester, Northwest Missouri purchased ebooks for 500 students in ten different courses, as it moved toward an all (or primarily) e-textbook campus. Meanwhile, activists at Andrews University promote using e-textbooks as opportunities to “go green.” Buying e-books eliminates the need for paper (which saves trees), packaging (which creates less waste), and shipping (which minimizes vehicular pollution), thus contributing to a happier, healthier environment. (2)

However, everyone’s not happy. For one thing, the publishing world may be starting to fear the Kindle. With Amazon’s massive, easily searchable store now instantly accessible at the fingertips of Kindle owners, what is to stop Amazon from grabbing a monopoly the world of books? Or even magazines, or newspapers, or . . . journals?

To try and assuage some of this fear and forboding, let us look at Current Protocols and see how this publication would fare in the eReader world. On the Kindle’s 6” diagonal screen, one 8 ½ x 11” CP page would look awfully shrunken. Now, the obvious argument is that all eReaders—the Kindle included—use reflowable text. This means that the amount of text doesn’t change; it is just displayed in different quantities (i.e. on different rows, on differing numbers of pages, etc.), depending how large the text size is. (This is very much like how a computer document works. If you change the font size, words get pushed to the next line, lines get pushed to the next page, etc.)

Reflowable text would solve everything if the contents of every book/magazine/newspaper/CP article were composed strictly of text. The problem arises when images, graphs, charts, and other “aesthetically pleasing” and organization-based images come into play. How can a 5×7” graph possibly be displayed on a screen that is not even 4” wide? Zooming and scrolling are two considerations, until we remember that the very purpose of charts and graphs is to make information as immediately and easily accessible as possible. With zooming and scrolling back and forth over an image, you are forcing the reader to overcome a digital obstacle course to find the very information you intended to be “available at a glance.” Honestly, as a reader, I would keep my paper copy and tell Amazon to take a hike.

This is not to say that all eReaders will remain in their 6” screen format. One company attempting to corner the “larger device” market is called Plastic Logic. Its device, with a 10.7” diagonal e-ink screen, is built to not only support products that rely on visual display (i.e. magazines, newspapers, and journals), but also to appeal to their more destructive users. (For example: You can smash your fist into the reader’s 22 x 28” screen and not even make a dent.) This is because it is made of pliable organic polymer rather than the more traditional, brittle silicon of standard eReaders such as the Kindle. (3) In essence, Plastic Logic is aiming its device at business professionals, whether they are office managers looking to consolidate stacks of paper to fit into their briefcases, or scientists hoping to reduce their bulky manuals to the size of a single sheet of paper. The company’s success with this device will be determined in 2010, as the device is scheduled to be released early next year. (4)

Meanwhile, you may want to grab your favorite book, magazine, newspaper, and journal article, stuff them into a time capsule, and bury it deep. EReaders are here to stay.