Social representations are a system of values, ideas, metaphors, beliefs, and practices that serve to establish social order, orient participants and enable communication among the members of groups and communities. Social representation theory is a body of theory within social psychology and sociological social psychology. It has parallels in sociological theorizing such as social constructionism and symbolic interactionism, and is similar in some ways to mass consensus and discursive psychology.
Origin and definition The term social representation was originally coined by Serge Moscovici in 1961, in his study on the reception and circulation of psychoanalysis in France. It is understood as the collective elaboration "of a social object by the community for the purpose of behaving and communicating". They are further referred to as "system of values, ideas and practices with a twofold function; first, to establish an order which will enable individuals to orient themselves in their material and social world and to master it; and secondly to enable communication to take place among the members of a community by providing them with a code for social exchange and a code for naming and classifying unambiguously the various aspects of their world and their individual and group history". In his study, Moscovici sought to investigate how scientific theories circulate within common sense, and what happens to these theories when they are elaborated upon by a lay public. For such analysis, Moscovici postulated two universes: the reified universe of science, which operates according to scientific rules and procedures and gives rise to scientific knowledge, and the consensual universe of social representation, in which the lay public elaborates and circulates forms of knowledge which come to constitute the content of common sense. Moscovici's pioneering study described how three segments of French society in the 1950s, i.e. the urban-liberal, the Catholic, and the communist milieus, responded to the challenge of psychoanalytic ideas. Moscovici found that communication processes, the contents, and their consequences differed across the three social segments. Moscovici identified propaganda as the typical communication of the communist milieu, whereby communication is ordered systematically emphasising incompatibility and conflict. The intention is to generate negative stereotypes. Propagation was the typical form of the Catholic segment, identified as didactic and well-ordered but with the intention to make limited concessions to a subgroup of Catholics with affinities to psychoanalysis, and simultaneously, to set limits to the acceptance within the established orthodoxy of the Church. Diffusion was typical of urban-liberal milieus, whereby communication was merely intended to inform people about new opportunities, with little resistance to psychoanalysis.
Anchoring and objectification Moscovici described two main processes by which the unfamiliar is made familiar: anchoring and objectification. Anchoring involves the ascribing of meaning to new phenomena – objects, relations, experiences, practices, etc. – by means of integrating it into existing worldviews, so it can be interpreted and compared to the "already known". In this way, the threat that the strange and unfamiliar object poses is being erased. In the process of objectification something abstract is turned into something almost concrete. Social representations, therefore, are depicted as both the process and the result of social construction. In the socio-cognitive activity of representation that produces representations, social representations are constantly converted into a social reality while continuously being re-interpreted, re-thought, re-presented. Moscovici's theorisation of social representations was inspired by Émile Durkheim's notion of collective representations. The change from collective representations to social representations has been brought about by the societal conditions of modernity.
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