That's disgusting

In an experiment, people tasted quinine, watched a video with someone acting disgusting, and then read a paragraph about a repulsive person vomiting into one's own mouth.
Yuck.
But the point is: Reading about an emotion is the same as actually experiencing it. (Quinine tastes disgusting.) The same areas of the brain lit up in all three episodes. Which means that art (books, plays, movies) evoke the same powerful emotions as real-life experiences.
Which is why people cry at *Les Miserables.* Which is why people who love theater keep doing theater.
Some of the best journalistic advice Bobo has ever received: Readers don't remember the facts, names, figures; what they remember are the emotions.
For more, read this:

www.newscientist.com/channel/being-human/
dn14511-why-real-and-imagined-disgust-have-the-same-effect.
html?feedId=online-news_rss20