Common sense,science and social representations

Abstract

The theory of social representations is perfectly suited to the empirical investigation of the public's understanding of science. A sharp distinction is drawn between a scientific theory and its social representation corresponding, respectively, to the contrasting worlds of science and of common sense. Representations of science are to be found in the media as well as in people's minds and need to be sampled and studied in both locations. Moscovici initiated this French tradition of research with his study, in the late 1950s, of psychoanalysis. It is a sociological form of social psychology with close affinities to the sociology of knowledge. The applicability to the natural sciences of a theory developed in relation to the social and human sciences is discussed. The views of Moscovici and of Wolpert are compared and contrasted, especially in regard to the relations between science and common sense. It is argued that the study of social representations is a form of social science that natural scientists need to take seriously if their advice to governments is to become more effective. This is discussed in relation to such health issues as the purity of water and the conduct of government-sponsored campaigns to contain the spread of HIV/AIDS as well as in regard to the wider issues of threats to the ecosystem.