Social representation theory puts communication at the centre of social psychological thinking. Discuss - Essay Example

Social Representation Theory Social Representation Theory Social representation can be eluci d as a of values, beliefs, practices and ideas which are shared among members of a community or a group. Social representation was first coined by Moscovici in 1961 during his study on the circulation and reception of Psychoanalysis. They are further known as system of ideas, values and practices with a double function: the first being to establish a standard criterion which will facilitate individuals to familiarize with the social and material world hence master it.

The second function is to ease communication among the members of the community by providing them with a code for naming, classifying unambiguously the various aspects present in their world and social exchange. Social representations theory (SRT) explains the relationship that exists between interpersonal cognition, communication, and the mass media specifically in situations whereby new issues emerges that that may provoke social response (Bonney, 2013). Since the donation of organs is still misunderstood by the public majorly due to entertainment, researchers and practitioners can make use of SRT to comprehend the complex relationship of factors within a population.

To address this problem, aggressive campaigning strategy should be laid down so as to achieve social representation that advocates for behaviors supporting public health (Gill, 2006). This analogy is also explain by our television=watching behavior; in most cases, we do not disclose to other people fully how much we have watched. Do we ask ourselves what majorly determines if we share whatever we have seen on television with others? It is a question that always begs for answers although, in some cases, we might not realize.

Events of each match on the premier league are shared between colleagues at work who have a common secret addiction. Similarly, news concerning high ranking politicians who have engaged in a particular scandal would be discussed among likeminded individuals (Glenday, 2006). It can be discussed one on one, but when it is shared through email it yields a completely different scenario (Sibley 1990). According to Robertson (1979), SRT has influenced communication in every aspect. Most media companies tend to report news considering the information needs of the public and news thought to be infamous are left out (Ford, 2010).

The companies usually report news that will not only be used by many people, but also respect their value and beliefs. It has also influenced advertisement whereby the form and manner of advertisement are specifically designed to get maximum positive impact from the target group (Butchart, 2012). For example, when the advert is targeting the youths, slang language may be used so as to achieve maximum positive impact among the youths. SRT has also influenced communication in the social networks such as face book, twitter, WhatsApp, 2go only but to mention a few (Minger, 1985).

With these social platforms making the world be a global village, there is a rush by companies, celebrities and other individuals to get as many followers as possible. It is common to see a lot of pages where people who subscribe to the same ideas join and it takes a click to the `like’ button to become a member. After becoming a member, you will be entitled to any update on the news whether it concerns business or entertainment. SRT is an ideology that has shaped our communication in the society.

The concept is used in advertising, daily conversations, social platforms, media companies among others. ReferencesMoscovici, R. (1961). Social representation. Francisco: Jossey Bass.Bonney, R. (2013). Handbook of communication. (2nd ed.). Princeton, NJ: Princeton University Press.Butchart, S (2012). What influences communication? Oryx, 40 (3): 266–79.Ford, E. (2010). Scientific method and common sense. [Cambridge university press].Gill, F. (2006). Perception. Princeton: Princeton University Press.

Glenday, C. (2006). Values and beliefs. New York: Guinness.Minger, J. (1985). Factors affecting communication. North Holland publishers: New YorkRobertson, I. (1979). Sociology. New York: Worth Publ.Sibley, C. (1990). Communication. New Haven: Yale University Press.