There are Many books apply neuroscience to social issues, using neuroscience to explain behaviors and human experiences (hate and love, criminal behavior, learning, and so on.) These are books that show the relevance of neuroscience for other fields in the social sciences and humanities. However there are still very few books that apply sociological and cultural frameworks to understand the social impact of neuroscience, and even fewer that try to understand 'practical' neuroscience or neuroscience as it is being used and experienced in everyday life. This book examines how the self is affected by the age of the brain. It offers a critical perspective on the rise of neuroscience.