Social Representations of Globalization: Role of the Involvement of Representational Content and Evaluative Judgments in the Organization

Résumé 0

The object of this paper is to study the role played by the involvement in the working of a social representation, in this case, of globalisation. A factor analysis shows that, within the frame of this representation, the involvement is constituted of two components, one psychological, and the other social. In other respects, we observe that the nature of involvement is perceptibly different depending on the cultural context (France versus Brazil) of the population studied. A first set of results allows to analyse the link that intervenes between the subjects’ involvement and their evaluative judgements, operationalized by a semantic differential. Then, we examine the contents of the representation according to a procedure of verbal associations. The results are treated by a factor analysis of correspondence, which underlines the essential role of involvement in the internal organisation of the representational contents.