Normativity is the mother of intention: Wittgenstein, normative practices and neurological representations

To many philosophers, a scientific explanation of our contentful intentional states requires us to identify neurological representations that implement intentional states, and requires a reductive explanation of such representations' contents in terms of objective physical properties. From a Wittgensteinian point of view, however, contentful intentional states are normatively constituted within linguistic, social practices. These cannot be completely accounted for in purely physical terms. I outline this normative thesis, defending it from four objections: that it is not naturalistic, that social norms depend on optional desires to conform, that it over-intellectualizes having intentional states (so excludes animals and infants), and that it cannot account for the causal role of content. I explain the ramifications for scientific psychology and neuroscience, and for interpreting the results of such empirical research. Nothing is objectively a contentful representation, yet some brain states or processes can be normatively constituted as representations with content.