Martin Bauer

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

Biotechnology is one of the fastest-growing areas of scientific, technical and industrial innovation and one of the most controversial. As developments have occurred such as genetic test therapies and the breeding of genetically modified food crops, so the public debates have become more heated and grave concerns have been expressed about access to genetic information, labelling of genetically modified foods and human and animal cloning. Across Europe, public opinion has become a crucial factor in the ability of governments and biotech industries to exploit the new technology. This 2002 book presents the results of a unique cross-national and cross-disciplinary study of the relationship between the development of new biotechnology and public perception, media coverage and policy formulation. It outlines a conceptual framework for understanding these issues and contains a number of empirical studies including studies of the international controversies surrounding the cloning of Dolly the sheep and GM Soya.

Conspiracy theories (CTs) are widespread ways by which people make sense of unsettling or disturbing cultural events. Belief in CTs is often connected to problematic consequences, such as decreased engagement with conventional political action or even political extremism, so understanding the psychological and social qualities of CTs belief is important. CTs have often been understood to be “monological”, displaying the tendency for belief in one conspiracy theory to be correlated with belief in (many) others. Explanations of monologicality invoke a nomothetical or “closed” mindset whereby mutually supporting beliefs based on mistrust of official explanations are used to interpret public events as conspiracies, independent of the facts about those events (which they may ignore or deny). But research on monologicality offers little discussion of the content of monological beliefs and reasoning from the standpoint of the CT believers. This is due in part to the “access problem” (Wood & Douglas, 2015): CT believers are averse to being researched because they often distrust researchers and what they appear to represent. We used several strategies to address the access problem, and investigated the symbolic resources underlying CTs by reconstructing a conspiracy worldview - a set of beliefs held by CT believers about important dimensions of ontology, epistemology, and human agency. To do this, we analysed media documents, conducted field observation, and engaged in semi-structured interviews,. We describe six main dimensions of a conspiracy worldview: Views of the nature of reality, the self, the outgroup, the ingroup, action, and the future. We also describe a typology of five types of CT believers, which vary according to their positions on each of these dimensions. Our findings converge with prior explorations of CT beliefs but also revealed novel aspects: A sense of community among CT believers, a highly differentiated representation of the outgroup, a personal journey of conversion, variegated kinds of political action, and optimistic belief in future change. These findings are at odds with the typical image of monological CT believers as paranoid, cynical, anomic and irrational. For many, the CT worldview may rather constitute the ideological underpinning of a nascent pre-figurative social movement.

A review of the paradigms of social influence – suggestion, imitation, normalization, conformity, compliance, conversion – leads me to diagnose a triple malaise: the shrinkage of paradigms to cognitive dual-processing theories of information; the dominant methodology of laboratory experiments falls short of the reality of (mass) communication; and the focus of social influence on inter-subjectivity is only half of the story. I will suggest two extensions of social influence theory to include mass media communication and the inter-objectivity of artefacts. We need to be able to conceptualize the modalities of why, how and to what effect somebody might put up a wall to influence neighbours instead of contenting themselves with putting up a public note ‘Do not trespass!’. Social influence by fait accompli needs to be within the remit of social psychology, otherwise it loses its relevance in a technological society where artefacts mediate most inter-personal relations

The study “Psychoanalysis—its image and its public” intimates that common sense is increasingly informed by science. But common sense asserts its autonomy and, in turn, may affect the trajectory of science. This is a process that leads to many differentiations—in common sense, in scientific innovation and in political and regulatory structures. Bauer and Gaskell's toblerone model of triangles of mediation provided a distillation of their reading of “La Psychanalyse.” Here it was argued that representations are multi-modal phenomena necessitating the use of multiple methodologies .In this paper we briefly summarise these arguments and elaborate ways in which social representation theory can be considered a progressive research programme. “Progressive” because as the theory has developed it has extended the range and depth of its conceptual basis; it provides a new synthesis for the social scientific understanding of the phenomena of common sense and of representation; it acts as an antidote to the reductionism of public opinion and, finally, it is a stimulus to depart from disciplinary silos. However, there remain unresolved issues: how to segment the relevant social milieus and how to close the feedback loop from common sense to science?

This book offers the first comparative account of the changes and stabilities of public perceptions of science within the US, France, China, Japan, and across Europe over the past few decades. The contributors address the influence of cultural factors; the question of science and religion and its influence on particular developments (e.g. stem cell research); and the demarcation of science from non-science as well as issues including the incommensurability versus cognitive polyphasia and the cognitive (in)tolerance of different systems of knowledge.

This article offers a view on the emerging practice of managing external relations of the modern university, and the role of science communication in this. With a representative sample of research universities in four countries, we seek to broaden our understanding of the _science communication (SC) function_ and its niche within the modern university. We distinguish science communication from corporate communication functions and examine how they distribute across organisational levels. We find that communication functions can be represented along a spectrum of (de)centralisation: public relations and marketing activities are more likely carried out at the central level (central offices), and public affairs and SC activities are more likely carried out at decentral levels (e.g. in specific offices and/or research institutes, departments). This study shows that little attention is paid to science communication at central structures, suggesting that it is not a practice that aligns easily with university corporate communication, yet SC might find its niche increasingly in decentral locations of activity.

Until now, the short cult hymns to Liber, Mars and Juno in the Appendix Claudianea have mostly been seen as rhetorical school exercises. Yet a philological-historical analysis shows that they could be remains of occasional poetry from everyday life. The hymns are structured according to the Roman festival calendar and, on the basis of language and content, should probably be dated to the final phase of public non-Christian cult practice in the fourth century. The anonymous poet was familiar with classical Greek and Latin poetry, but reveals weaknesses in Latin prosody and metre. It can therefore be supposed that he should be identified as one of the many Graeco-Egyptian ‘wandering poets’, but probably not as Claudian himself.

"Atom," "byte" and "gene" are metonymies for techno-scientific developments of the 20th century: nuclear power, computing and genetic engineering. Resistance continues to challenge these developments in public opinion. This book traces historical debates over atoms, bytes and genes which raised controversy with consequences, and argues that public opinion is a factor of the development of modern techno-science. The level and scope of public controversy is an index of resistance, examined here with a "pain analogy" which shows that just as pain impacts movement, resistance impacts techno-scientific mobilization: it signals that something is wrong, and this requires attention, elaboration and a response to the challenge. This analysis shows how different fields of enquiry deal with the resistance of social-psychological mentalities in the face of industrial, scientific and political activities inspired by projected futures.

Research on the public understanding of science has measured knowledge as acquaintance with scientific facts and methods and attitudes as evaluations of societal consequences of science and technology. The authors propose alternative concepts and measures: knowledge of the workings of scientific institutions and attitudes to the nature of science. The viability, reliability, and validity of the new measures are demonstrated on British and Bulgarian data. The instrument consists of twenty items and takes ten to fifteen minutes to apply. Differences in the representation of science are reported between the British and Bulgarian young elite, between the elite and the public in Bulgaria, between natural and social science students, and between beginners and advanced students in Britain. The use of these measures will extend the scope of science indicator measures used by the European Commission and the National Science Foundation, help the assessment of the socialization in university training, and may even contribute to the peace process in the “science wars.”