Transformation between scientific and social representations of conception: The method of serial reproduction

The social representation (SR) of conception was investigated using an adap ted version of Bartlett's (1932) method of serial reproduction. A sample of 75 participants reproduced a text describing the conception process in 20 segregated chains of four reproductive generations. Changes in sentence str ucture and content were analysed. Results indicated that when the scientifi c representation of conception is apprehended by laypersons, two different processes take place. First, the abstract biological description of the pro cess is progressively transformed into an anthropomorphic description centr ed on the sperm and ovum (personification). Second, stereotypical sex-role attributes are projected onto the sperm and ovum. Limitations of the method of serial reproduction are discussed, as well as its potential for modelli ng processes of cultural diffusion of knowledge.