Presented at "Imaging the Brain", Workshop funded by the KNAW and organized at the University of Amsterdam, April 1-3 2011.

1. Clement Levallois Erasmus University Rotterdam Reflection on the Increasing Societal Interest in Neuroimaging Imaging The Mind, Amsterdam, April 1-3 2011

3. WHY? 1. The sociological mechanisms

4. Why an increasing societal interest in neuroimaging? ? Society Neuroimaging

5. Science is EMBEDED IN SOCIETY by Read Montague, Human Neuroimaging Lab, BCM Neuroeconomist Bill Harbaugh

6. ? Society Neuroimaging Social Scientists

7. SOCIAL SCIENTISTS CONNECT WITH NEUROSCIENTISTS … NEURO ECONONOMICS NEUROLAW NEURMARKETING NEUROFINANCE NEUROHISTORY NEUROMANAGEMENT NEUROANTHROPOLOGY NEUROPHILOSOPHY

8. SOCIAL SCIENTISTS CONNECT WITH NEUROSCIENTISTS … AT A LARGE SCALE=>witnessNEUROECONOMICS

9. List of Labs in Neuroeconomics (1) Applied Neuroimaging at the Digital Lab, WMG Cambridge Neuroscience Camerer Lab at Caltech CANE: Cognition and Neuroeconomics Lab, University of Oregon Centre for Neuroeconomic Studies – Paul Zak’s Lab, Claremont Graduate University

10. List of Labs in Neuroeconomics (2) Center for Neuroeconomics Studies, Duke University: Michael Platt’s Lab Scott Huettel’s Lab Center for Neuropolicy, Emory UIniversity Center for the Study of Neuroeconomics, George Mason University Computation and Cognitive Neuroscience Lab, Emory University Digital Lab, Warwick University

11. List of Labs in Neuroeconomics (3) Erasmus Centre for Neuroeconomics, Rotterdam Glimcher Lab, NYU Human Neuroimaging Laboratory – Montague’s Lab, Baylor College Institute for Empirical Research in Economics: Ernst Fehr’s team Tania Singer’s team Kable’s Lab, U Penn Laboratory for Decision-Making under Uncertainty – Peter Bossaerts’s lab, Lausanne Laboratory for the Neural Basis of Decision-Making – Michael Dorris’s lab, Queen’s University, Ontario Lee Lab, Yale – Laboratory of Cognition and Decision Making

12. List of Labs in Neuroeconomics (4) Neural Decision Science Laboratory – Sanfey’s Lab, Univ of Arizona Neuroeconomics Laboratory – Ming Hsu’s Lab, Urbana-Champaign Neuroeconomics Lab, Bonn Neuroeconomics and Well-being Studies, Florida State University Neuromanagement Laboratory, ZheJiang University Rangel Neuroeconomics Lab, Caltech Social Cognitive Neuroscience, Columbia Social Cognitive Neuroscience Laboratory, UCLA SPAN – Knutson’s Lab, Stanford

13. … AND THIS ARE FINE-GRAINED INTERDISCIPLINARY INTERACTIONS (not just between heads of labs, or “star scientists”)

14. Who discusses neuroeconomics with whom? Social scientists Psychologists Neuroscientists

15. ? Society Neuroimaging

16. SOCIAL SCIENTISTS CONNECT NEUROSCIENTISTS … TO SOCIETY… THROUGH THE CREATION OF… … Regulations … Knowledge industries … Policies … Social discourse

17. ACADEMIC DISCIPLINE SOCIETAL IMPACT EXAMPLE Philosophy / ethics Marketing Economics All ! Regulations / Laws Knowledge industries Policies Social discourse Codes of deontology Marketing industry Monetary policy, etc. Public opinion

18. ACADEMIC DISCIPLINE SOCIETAL IMPACT EXAMPLE Neuro-Regulations / Laws New codes of deontology Neuro-Philosophy / Neuro-ethics Neuro-Knowledge industries Neuro-Marketing Neuroeconomic Policies Neuro-Economics Social discourse on Neuro All neuro social sciences!

20. Advertising

21. Econometric models of sales

23. Framing effects in paradigmsRegulations protecting the consumers Buzz Magazines, journals and books discussing the stakes of neuromarketing

24. Why an increasing societal interest in neuroimaging? ? Society Neuroimaging

25. WHY? “Because once upon a time… => ABM / GSS: “If you didn’t grow it, you didn’t explain it”

26. DREAMS OF Neuroimaging in the 19thcent. To precise [sic] the ideas, let there be granted to the science of pleasure what is granted to the science of energy; to imagine an ideally perfect instrument, a psychophysical machine, continually registering the height of pleasure experienced by an individual, exactly according to the verdict of consciousness, or rather diverging therefrom according to a law of errors. From moment to moment the hedonimeter varies; the delicate index now flickering with the flutter of the passions, now steadied by intellectual activity, low sunk whole hours in the neighbourhood of zero, or momentarily springing up towards infinity. The continually indicated height is registered by photographic or other frictionless apparatus upon a uniformly moving vertical plane. (British economist Stanley Jevons, 1881) – cited in David Colander (2007). I. The Long View

27. I. The Long View

28. “Whatever the course of social philosophy in the future, however, a few conclusions are now accepted by most humanists: … that the life of man in society, while it is incidentally a biological fact, has characteristics that are not reducible to biology and must be explained in the distinctive terms of a cultural analysis…” 1944 I. The Long View

29. 1975 - 1980 I. The Long View

30. I. The Long View

31. WHAT is it with the brain? “For functional specialisation[in the early 1990s], every guess was that there was some specialisation. It came as no surprise that you would get these little patches when you stimulated people with motion and colour, there was no paradigm shift, but by virtue that it was clearly evident, that you could see the functional specialisation in action, it suddenly acquired a concrete status that it didn’t have before.” Specialist in neuroimaging interviewed by sociologist Anne Beaulieu in the late 1990s)

32. NEUROIMAGING: CONCLUSIONS and teaser Why the increased societal interest? Stimulated by the active role played by neuroscientists and social scientists in its diffusion as a cultural object. Why the excitement? The “shock of concreteness” which affects even the unsurprised specialist Why now? The technological jump of PET + fMRI, but also the long-term evolution of social attitudes on the biological explanations of human nature.