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representaciones sociales

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  • http://cap.sagepub.comCulture & Psychology

    DOI: 10.1177/1354067X05058586 2005; 11; 431 Culture Psychology

    Corina Voelklein and Caroline Howarth British Debate

    A Review of Controversies about Social Representations Theory: A

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  • Abstract Since its inception more than forty years ago, socialrepresentations theory has been subjected to several criticisms,

    particularly within British discursive psychology. This paperreviews four major controversies that lie in the areas of (a)

    theoretical ambiguities, (b) social determinism, (c) cognitivereductionism and (d) lack of a critical agenda. A detailed

    discussion and evaluation of these criticisms reveals that whilesome can be regarded as misinterpretations, others need to be

    treated as serious and constructive suggestions for extending andrefining the current theoretical framework. The main argument

    underlying this review is that many of the criticisms are based onthe difficulty in understanding and integrating the complex,

    dynamic and dialectical relationship between individual agencyand social structure that forms the core of social representations

    theory. Engaging with the critics is thus thought to provideclarification and to initiate critical dialogue, which is seen as

    crucial for theoretical development.

    Key Words cognitive reductionism, critical power, socialdeterminism, social representations

    Corina Voelklein and Caroline HowarthLondon School of Economics, UK

    A Review of Controversies aboutSocial Representations Theory:

    A British Debate

    Social representations theory, originally developed by Serge Moscovici(1961), is certainly one of the more controversial concepts in contem-porary social psychology. Despite its continuing attraction to manyresearchers and theorists around the world, it has received extensivecriticism, particularly within the British context. While these critiquesdemonstrate that the theory of social representations is taken seriouslyenough to debate (Billig, 1987), we consider a thorough discussion ofthese objections essential for the conceptual development of the theory.It will be shown that whereas some of the criticisms can be regardedas misunderstandings, others need to be treated as serious andconstructive points for improving or extending the current theoreticalframework. Furthermore, engaging with these criticisms may promote

    Culture & Psychology Copyright 2005 SAGE Publications(London, Thousand Oaks, CA and New Delhi) www.sagepublications.com

    Vol. 11(4): 431454 [DOI: 10.1177/1354067X05058586]

    Article

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    2005 SAGE Publications. All rights reserved. Not for commercial use or unauthorized distribution. by Alicia Barreiro on February 27, 2007 http://cap.sagepub.comDownloaded from

  • a more critical version of social representations theory that invites asocial psychology of conflict, resistance and social change relevant totodays world.

    On the whole, most critics recognize the importance of social repre-sentations theory within social psychology and are sympathetic to itsaims and general propositions. In particular, many regard it as a necess-ary challenge to dominant US social psychology, which they character-ize as individualistic, behaviourist and experimentally driven (e.g.Jahoda, 1988; Parker, 1987; Potter & Wetherell, 1998). However, it is bothin the details of its conceptual elaboration and in its practical appli-cation that critics find weaknesses. Since problems in the theoreticalformulation of social representations are seen as responsible for allegeddifficulties in its application (Litton & Potter, 1985; Potter & Litton,1985), it is on these theoretical controversies that we will focus. We pointto four central issues that need to be clarified or developed: (a) ambi-guities in defining social representations, (b) social determinism, (c)cognitive reductionism and (d) the apparent lack of a critical agenda.

    What we argue in this paper is that many of the criticisms relate tothe complex and dynamic relationship between social structure andindividual agency put forth in the theory. It is this dialectical conceptof social life and social cognition that is so much in contrast to theCartesian dualism still haunting social psychology today (Farr, 1996;Markov, 1982). This makes social representations theory difficult tointegrate into both US and British social psychology. In many socialpsychological theories, the relationship between the psychological andthe social is depicted as a separation of individual perception and cogni-tion, on the one hand, and culture and social context, on the other. Theunusual position of social representations as simultaneously betweenindividuals and the societies they live in (Howarth, 2001) has led to thecontradictory criticisms of social determinism and cognitive reduction-ism. These conflicting critiques call for a detailed review of the theoryand its propositions, going back to Moscovicis seminal work La psych-analyse: Son image et son public (1961). This is where we start.

    A Brief Introduction to the Theory of SocialRepresentations

    Moscovici developed the theory of social representations from hisstudy of the diffusion of the scientific concept of psychoanalysis amongthe French public in the 1960s. In the preface of the accompanyingbook, Lagache (1976) asserts that Moscovicis ideas should stimulateand invite social psychological dialogue. Clearly this purpose has been

    Culture & Psychology 11(4)

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  • achieved, given the critical discussions and defensive replies that thetheory has since provoked. In this research, Moscovici used a combi-nation of questionnaires, interviews and content analysis of the Frenchpress and complex sampling procedures with different subgroups ofFrench society in order to capture a comprehensive overview of diversebodies of opinion. He did not attempt to construct a unified picture butrather to hold central the heterogeneity and tension that he found inthe data.

    Moscovici takes Durkheims notion of collective representations asthe starting point for his theoretical development. For Durkheim(1898), collective representations are a very general category thatincludes broad elements such as science, ideology, worldview andmyth. However, he does not distinguish between these different formsof organized thought, which is why, for Moscovici (1961), the conceptof representation loses its distinction and clarity. Moreover, the conceptof collective representation does not reflect the mobile and hetero-geneous nature of contemporary societies (Howarth, 2001). As Jovche-lovitch (2001) outlines, the Durkheimian notion refers to a form ofknowledge that is produced by a single source of authority that isstrongly resistant to change and that functions to bind societiestogether. Yet, as Moscovici (1988) makes clear:

    It seems to be an aberration, in any case, to consider representations ashomogeneous and shared as such by a whole society. What we wished toemphasize by giving up the word collective was this plurality of represen-tations and their diversity within a group. (p. 219)

    Moscovici (1961) is interested in the relationship between socio-cultural intersubjectivity and the psychological organization of knowl-edge, and so emphasizes that we need to move towards an activeunderstanding of representations. A representation is not a mere reflec-tion or reproduction of some external reality. There is symbolic spacein the development and negotiation of representations, which is whyall human beings hold creative power and agency in their formationand use. By transforming the Durkheimian notion into the concept ofsocial representations, Moscovici deliberately allows for the coexis-tence of competing and sometimes contradictory versions of reality inone and the same community, culture and individual (Howarth, Foster,& Dorrer, 2004).

    This emphasis on the plural or hybrid nature of social knowledge isalso found in the concept of cognitive polyphasia (Moscovici, 1961),which is currently receiving renewed interest from social representa-tions theorists (e.g. Jovchelovitch, 2002; Wagner, Duveen, Verma, &

    Voelklein & Howarth Controversies about SRT

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  • Themel, 2000). This concept implies that different and incompatiblecognitive styles and forms of knowledge can coexist within one socialgroup and can be employed by one and the same