The use of African American as a new denomination for a group previously referred to as Black has rapidly become standard practice in American society. This paper analyzes how the introduction of African American in our ordinary language marks the elaboration of a new social reality. As the concept becomes part of our social life, it is transformed into a real “phenomenon” of social representation that formalizes behaviour and orients communication. Such a transformation requires that the new term infiltrates people's (...) everyday lives sufficiently to concretize it into a common reality. The analysis presented here outlines three key processes in the emergence and formation of the social representation of African American. The first one is anchoring which familiarizes the new object by linking it with preexisting categories in our minds. The second process is objectification which assures the crystallization of the object. A figurative core is created to allow the projection of images. At this point people can talk about the object, and through communication the object takes on meaning. This naturalization is the third process to conclude the transformation of the object into a social reality. These steps have allowed African American to become the carrier for a modification of cognitions and broadening of attitudes concerning the group. (shrink)