Masaru Emoto was a Japanese author, researcher, photographer and entrepreneur, who claimed that human consciousness has an effect on the molecular structure of water. Emoto's conjecture evolved over the years, and his early work explored his belief that water could react to positive thoughts and words, and that polluted water could be cleaned through prayer and positive visualization.
Since 1999, Emoto published several volumes of a work entitled Messages from Water, which contain photographs of ice crystals and their accompanying experiments. Emoto's ideas appeared in the movie What the Bleep Do We Know!?.