Situational social cognition : the intricate architecture of social representations, attitudes and points of view

Abstract

We have proposed a nested model of social representations that includes the study of points of view as an alternative to the attitude-public opinion formulation. We have defined a point of view as “an outlook towards a social event, group or issue, expressed as a claim, which can be supported by an argument based on a system of knowledge from which it derives its logic” (Bauer & Gaskell, 2010, p. 49). Diversity within the social field means that different individuals occupy different social positions relative to the object and others who are similarly engaged in a process of social representation (Clémence, 2001). Different social positions afford individuals different points of view regarding the phenomenon, as Sartre (1943/2003) has elucidated. Unlike attitudes, points of view are modeled in both relational and relative terms. In the present chapter we aim to consolidate this formulation. We start by discussing the usage of attitudes in social research and proceed to review literature that has documented a typology of points of view. Following that, we present findings from an empirical study we conducted on the properties of points of view. We conclude by discussing the relevance of this concept for studying social behaviour alongside a concern with social representations.