Social Representations: A Normative and Dynamic Intergroup Approach

Abstract

This commentary outlines an approach to social representations which emphasizes the normative and dynamic nature of shared knowledge. Social representations both connect and divide people, for example through shared ingroup and outgroup stereotypes derived from antagonistic social representations. Through asymmetrical intergroup communication and influence, in turn, social representations are formed, maintained, and contested. In this dynamic process, powerful majorities attempt to define the meaning of new or otherwise important information as a function of their group norms, while subordinate minorities employ propaganda techniques of social influence to resist majority influence and propose alternative positions.