Brainwashing is a process aimed at altering an individual's beliefs, attitudes, or behaviors through coercive techniques. It often involves psychological manipulation, such as isolation, repetitive messaging, and emotional pressure. The goal is to make the person adopt new ideas or ideologies, often against their will. This concept is frequently associated with cults, political regimes, and psychological experiments. Techniques can include sleep deprivation, indoctrination, and social reinforcement. While the term is often used in popular culture, its scientific validity and ethical implications remain subjects of debate among psychologists and sociologists.