This happens to a lot of scientific publications that get picked up by the media. There’s even a PhD comic about it.
Pop neuroscience makes an easy target, we know. Yet we invoke it because these studies garner a disproportionate amount of media coverage and shape public perception of what brain imaging can tell us. Skilled science journalists cringe when they read accounts claiming that scans can capture the mind itself in action. Serious science writers take pains to describe quality neuroscience research accurately. Indeed, an eddy of discontent is already forming. “Neuromania,” “neurohubris,” and “neurohype”—“neurobollocks,” if you’re a Brit—are just some of the labels that have been brandished, sometimes by frustrated neuroscientists themselves. But in a world where university press releases elbow one another for media attention, it’s often the study with a buzzy storyline (“Men See Bikini-Clad Women as Objects, Psychologists Say”) that gets picked up and dumbed down.
The problem with such mindless neuroscience is not neuroscience itself. The field is one of the great intellectual achievements of modern science. Its instruments are remarkable. The goal of brain imaging is enormously important and fascinating: to bridge the explanatory gap between the intangible mind and the corporeal brain. But that relationship is extremely complex and incompletely understood. Therefore, it is vulnerable to being oversold by the media, some overzealous scientists, and neuroentrepreneurs who tout facile conclusions that reach far beyond what the current evidence warrants— fits of “premature extrapolation,” as British neuroskeptic Steven Poole calls them. When it comes to brain scans, seeing may be believing, but it isn’t necessarily understanding. (read the entire story at the link below)