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 FranPsychology, 14, 231-260. 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 orientate 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.
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