Social Representations Theory and Young Africans' Creative Narratives about HIV/AIDS, 1997-2014

• Published in: Journal for the theory of social behaviour Vol. 51; no. 1; pp. 164 - 182
• Main Author: Winskell, Kate
• Format: Journal Article
• Language: English
• Published: England 01.03.2021
• Subjects: HIV/AIDS; Social Representations Theory; sub-Saharan Africa; communication; youth; narrative
• ISSN: 0021-8308; 1468-5914
• DOI: 10.1111/jtsb.12270

Research on social representations (SRs) has often focused more on categorical than narrative-based representations. However, narratives are considered to play a key role in the organization of social representations. This paper describes an empirical study of some 2,000 creative narratives about HIV written by young Africans from five countries between 1997 and 2014 and examines the theoretical, methodological and applied relevance of SRT for this study and the implications of the study for the intersection between narrative and SRT. The study is unusual within the SR paradigm: it is temporal and cross-national; addresses a subject whose science has evolved over time; and uses narratives as its data source. A narrative perspective foregrounds holistic understandings of SRs as systems of thought. Creative narratives fit well within an SR framework. Our triangulating methodologies foreground categorical or narrative dimensions depending on the objectives of specific sub-studies. Central Core Theory provides a framework to articulate stability and change within narrative representations. In creative narrative, objectification also happens at the level of plot and characters, such that dominant cultural narratives can be viewed as a form of hegemonic SR. We link with health communication and embrace more critical streams within SR research.