7) He means that everything humans try to perceive is an issue and that before we can make sense of them our brain must understand them. In short we can't perceive anything until after our brain understand it.
8) Society makes us believe that natural looking means something, therefore when we see something as the way it is naturally, we are really thinking that is the way society thinks it looks naturally
9). When Bruce saw an actual living rhinoceros and how dissimilar it was from Durer's model, he still made it the same this is because it wasn't how he had always imagined they would look.
11) What you think before you see something, what you have been trained to believe is what you re going to affect your perception of things. This could mean that all studies should be conducted as a double blind study so that the researchers expectancy and researcher bias does not affect the outcome of the study itself.
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