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The brain registers what we see even if we are not consciously aware of it. We even react emotionally to the content. How is this possible? A new experiment reveals that, while various regions of the brain register brief activity when a new image is viewed, the visual cortex retains that pattern of activity — at a reduced level — throughout the time the image is viewed. Is conscious awareness when the prefrontal cortex accesses the sustained activity in the visual cortex?