Anchoring and Objectification
Moscovici described two main processes by which the unfamiliar is made familiar: Anchoring and Objectification. Anchoring involves the ascribing of meaning to new phenomena – objects, relations, experiences, practices, etc. - by means of integrating it into existing worldviews, so it can be interpreted and compared to the "already known". In this way, the threat that the strange and unfamiliar object poses is being erased. In the process of objectification something abstract is turned into something almost concrete.
Social representations, therefore, are depicted as both the process and the result of social construction. In the socio-cognitive activity of representation that produces representations, social representations are constantly converted into a social reality while continuously being re-interpreted, re-thought, re-presented.
Moscovici's theorisation of social representations was inspired by Émile Durkheim's notion of collective representations. The change from collective representations to social representations has been brought about by the societal conditions of modernity.
Read more about this topic: Social Representation