Towards a paradigm for research on social representations

Based on Moscovici's (1961) classical study on the cultivation of psychoana lytic ideas in France in the 1950's and our own research on modern biotechn ology, we propose a paradigm for researching social representations. Follow ing a consideration of the nature of representations and of the 'iconoclast ic suspicion' that haunts them, we propose a model of the emergence of mean ing relating three elements: subjects, objects, and projects. The basic uni t of analysis is the elongated triangle of mediation (SOPS): subject 1, obj ect, project, and subject 2, captured in the image of a 'Toblerone'. Such s ocial units cultivate, that is produce, circulate and receive representatio n which may be embodied in four modes-habitual behaviour, individual cognit ion, informal communication and formal communication-and in three mediums-w ords, visual images or nonlinguistic sounds. We propose an operational defi nition of a 'social representation' as the comparison of four characteristi cs of communication systems: the content structures (anchorings and objecti fications; core and peripheral elements), the typified processes (diffusion , propagation, propaganda etc.), and their functions (identity, attitude, o pinion, resistance, ideology etc.), within the context of segmented social milieus. Seven implications for research on social representations are outl ined: (1) content and process; (2) segmentation by social milieus rather th an taxonomies; (3) cultivation studies within social milieus; (4) multi-met hod (mode and medium) analysis; (5) time structures and longitudinal data; (6) the crossover of cultural projects and trajectories; (7) the disinteres ted research attitude. This ideal type paradigm leads to an operational cla rification to identify new research questions, and to guide the design and evaluation of studies on social representations.