I to obtain the reward (‘wanting’ or incentive

I choose Sci Art optionalunit as I was trying to discover and explore different fields besides fashion. Furthermore,the idea to challenge myself  with atopic I’ve never been interested was motivating.My first approach to my project was the first class when David showed us that Scientific practice today is extraordinarily diverse (Turney,2003:12). He showed us animage about DNAspeed dating SA1 and how love nowadays can be matching by compatibilityof DNAs.As soon as I saw the picture I thought about a personal project I have beendeveloping since 2014, ‘Love sucks’ a research about love, pain and brokenhearts.

I was aware that loveworks in relation with hormones and chemicals, but, until that moment, I hadlimited knowledge about psychology and neuroscience concepts such as neurotransmittersand their functionality. In 2010 Annie Cattrell in collaborationwith Morton Kringelbach a neuroscientist created Pleasure and Pain, a resinsculpture that shows the oscillations obtained from magnetic resonances of thebrain with the purpose to understand human consciousness and unconsciousprocessing from a specifically neuroscientific viewpoint (Miller, 2014:195)SA2  I started by studyinghow is the relationship between love and the neuronal system. I found that whenwe are in love, ‘chemicals associated with the reward circuit flood our brain,produce a variety of physical and emotional response’ (Edwards: online).

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Fromthis research, I learned about the brain reward system, that refers to a groupof structures that are activated by rewarding or reinforcing stimuli like objects,events, activities or situations. These stimuli have the potential to make usapproach and consume it is by definition a reward that commonly can generate addictions.SA3 Reward involves multipleneuropsychological components together: first, the hedonic affects of pleasureitself (‘liking’); second, motivation to obtain the reward (‘wanting’ orincentive salience); and third, reward related learning. (Kringelbach andBerridge, 2009).

 The circuit mostassociated with pleasure and reward is the mesolimbic pathway, this areaof the brain is primarily concerned with basic survival. The chemical compoundor neurotransmitter most commonly linked with it, is dopamine. The release ofdopamine motivates us to repeat behaviours or activities that prompted thisrelease. From sensory pleasures and drugs of abuse to monetary, aesthetic andmusical delights, all pleasures seem to involve the same brain systems, evenwhen linked to anticipation and memory (Kringelbach and Berridge, 2013). From theresults of my theoretical findings, I tried to find links between my projectand previous experience with the rewarding system in order to create somethingnew.  Turney, in his book Science, NotArt: Ten Scientists’ Diaries says that a strong personality its required whensomeone tries to discover something new “Fortunately, it is also clear thatwhat renews motivation is that the experience of making a discovery – even asmall one- is as good as it is cracked up to be.

For all the frustrations andpressures, the quest is clearly addictive. There is pleasure when experimentsgo well, satisfaction is given a good talk, even occasional jubilation when agrant application is approved. But nothing compares with that moment when youknow you have glimpsed something hitherto unseen by anyone (Turney, 2003:14).This quote reaffirm my idea to develop my project in the fashion field as it issomething that motivates me and link it with the reward system having in mindthat my learning process and experimentations will be in one way or otherlinked to science as I’ll be applying the reward theory into practice in myself. As well,made me realized how science is rewarded. Researchers are likely to be fundedby a mix of grants from various government agencies,institutions, and foundations.

Other researches are funded by private companiesdoing research and development, as pharmaceutical companies, and non-profitfoundations. And some researchers today still fund small-scale studies out oftheir own pockets.SA4 Peter Dayan, Ray Dolan and Wolfram Schultz, the winnersof the last edition of The Brain Prize, a 1 million € contest awarded toscientists who contribute to neuroscience and who are still active inresearch, have proven that the release of dopamine is not a response to theactual reward but to the difference between the reward we expect and the rewardwe actually receivedSA5  Having in mind theimportance of dopamine in the neuronal process in which our brain works when welook for pleasure and create actions to have a reward. I am creating 4 printsinspired in the neuro cells and the dopamine pathways ad component in our brainwith the purpose to generate fundings from the laboratory research in theneuroscience field, trying to prove that scientist can not only generate incomefrom grant-writings.. As an example, Mark Lythgoe in his dairy wrote”Thursday 4 July: David ask me to see where we are up to with all the grants weneed to get more money into the department. If I’m grant-writing then I am notdoing experiments.

It’s very difficult to find time to do both well. I love thelab work, playing around on the bench, trying to make something work whereothers have failed. Those skills do not translate easily to grant-writing.”(Turney, 2013:56)SA6  Furthermore, as apiece to include and prove my research and theory about the reward system, I ampresenting a collaborative photo editorial of myself in the laboratory as Iconsider Art Direction as a personal motivation. Expecting from it haveexperience and learning about phot shoots for my future projects related toPractice 1.

  having inconsideration the physical outcomes of my project, my main aim are: first,  to show the way in which fashion can berelated with science, as it can generate profit to further researches. Second, persuadethe investigation of happiness and pleasure in the science field. As science hadbeing lately focused in development and technology, leaving behind theimportance of biological functions. Studying the reward system is very centralto understand the human nature; we have to be able to understand how the shiftsin our brain happen in order to manage the rebalance of our brain not just whenit comes to motivation or learning, but actually to get the good life.

AsAristoteles in The Nicomachean Ethicswrote: “Happiness, then, is found to be something perfect andself-sufficient, being the end to which our actions are directed.”


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