Brainwashing is a process aimed at changing a person's beliefs or behaviors through manipulative techniques. It often involves intense psychological pressure, repetition, and isolation from outside influences. The goal is to make individuals adopt new ideas or ideologies, often against their will. This concept is frequently associated with cults, political propaganda, and coercive persuasion. Techniques can include sleep deprivation, emotional manipulation, and the use of fear. While the term is often used in popular culture, it is a complex phenomenon studied in psychology and sociology.