Based on Moscovici’s classical study on the cultivation of psychoanalytic ideas in France in the 1950’s and our own research on modern biotechnology, we propose a paradigm for researching social representations. Following a consideration of the nature of representations and of the ‘iconoclastic suspicion’ that haunts them, we propose a model of the emergence of meaning relating three elements: subjects, objects, and projects. The basic unit of analysis is the elongated triangle of mediation : subject 1, object, project, and subject (...) 2, captured in the image of a ‘Toblerone’. Such social units cultivate, that is produce, circulate and receive representation which may be embodied in four modes–habitual behaviour, individual cognition, informal communication and formal communication–and in three mediums–words, visual images or non-linguistic sounds. We propose an operational definition of a ‘social representation’ as the comparison of four characteristics of communication systems: the content structures , the typified processes , and their functions , within the context of segmented social milieus. Seven implications for research on social representations are outlined: content and process; segmentation by social milieus rather than taxonomies; cultivation studies within social milieus; multi-method analysis; time structures and longitudinal data; the crossover of cultural projects and trajectories; the disinterested research attitude. This ideal type paradigm leads to an operational clarification to identify new research questions, and to guide the design and evaluation of studies on social representations. (shrink)

This authored book provides an innovative and systematic account of key debates within the social psychology of knowledge, using the theory of social representations as a guide. This account is then elaborated and integrated into a conceptually coherent theoretical framework to further the social psychological dimensions of the relationship between representations, knowledge and context. Jovchelovitch highlights the social psychological components of the process of knowledge formation and their impact in the constitution of communities, culture and public spheres. Whilst this exploration (...) contributes to an understanding of the genesis, logic and function of knowledge in social life, it also shows that context is essential to understanding the dynamics of representation and emphasises the fundamental unity between the two. This book offers a significant and stimulating contribution to the field of social representations and will make essential reading for those wanting to follow this debate at thecutting edge of social, cultural and developmental psychology as well as sociology, anthropology and cultural studies. (shrink)

Despite growing interest from historians in the built environment, the use of architecture as evidence remains remarkably under-theorized. Where this issue has been discussed, the interpretation of buildings has often been likened to the process of reading, in which architecture can be understood by analogy to language: either as a code capable of use in communicating the architect’s intentions or more literally as a spoken or written language in its own right. After a historiographical survey, this essay, by contrast, proposes (...) that the appropriate metaphor is one of translation. More particularly, it draws on the work of Mikhail Bakhtin to suggest that architecture—and the interpretation of architecture—comprises a series of transpositions. As a building is planned, built, inhabited, and interpreted, so its meaning changes. The underlying logic of each medium shapes the way in which its message is created and understood. This suggests that the proper role of the historian is to trace these transpositions. Buildings, then, can be used as a historical source, but only if the historian takes account of the particular problems that they present. In short, architecture should not be studied for its meaning, but for its meanings. As historians we are always translating architecture: not reading its message, but exploring its multiple transpositions. (shrink)

Pictures in historical chapters of textbooks convey information about the values and assumptions of the authors’professions and the larger culture. We scrutinized 15 recent abnormal psychology textbooks for reproductions of art created before 1900. Thirteen works appeared in three or more textbooks. Overall, these pictures support a “Whiggish” account of history that celebrates the present and gives a distorted, incomplete rendering of the past. The 13 pictures tended to depict the mentally ill as an underclass who are released from their (...) literal and metaphorical shackles by men who are “ahead of their time” in their struggles against prevailing ignorance. The pictures also emphasized the difference of the mentally ill by presenting a catalogue of stereotypic visual elements attributed to insanity throughout Western history. We argue for the inclusion in textbooks of “history for the sake of the past” as a way of genuinely engaging different ideologies and thereby stimulating interest in our own implicit values and biases. (shrink)