Cognitive Polyphasia, Themata and Blood Donation: Between or Within Representation

Authors

  • Gail Moloney Southern Cross University
  • Judith Williams Southern Cross University
  • Duncan Blair Southern Cross University

Abstract

Cognitive polyphasia has typically been understood through the notion of situated

knowledge. This paper adds to this body of work by suggesting that the processes

involved in representation, namely themata, be considered in concert with the content of

the representation. We present research that investigated why so few people in Australia

donate blood when most people agree that blood donation is a worthwhile, altruistic act.

Using word association data we show that the representational field associated with

blood donation has contradictory normative and functional meanings that are not

delineated by donor status. We suggest that the thema of self/other gives rise to a

heterogeneous field that manifests as polyphasic responses bound to the salience of the

social context.

Author Biographies

  • Gail Moloney, Southern Cross University

    GAIL MOLONEY is a Senior Lecturer in Psychology at Southern Cross University, Coffs

    Harbour, Australia. Her research interests are in the theoretical articulation of social

    representations theory and social identity in relation to diffused social issues such as blood

    donation, organ donation and transplantation, community and the resettlement of refugees, and

    climate change.

  • Judith Williams, Southern Cross University

    JUDITH WILLIAMS completed her undergraduate studies in psychology at Southern Cross

    University. Her Honours thesis investigated the social representation of blood donation in

    relation to donor status. She has since completed a Masters of Clinical Psychology and now

    works in private practice.

  • Duncan Blair, Southern Cross University

    DUNCAN BLAIR is a Technical Officer for the School of Health and Human Science at

    Southern Cross University, Coffs Harbour, NSW, Australia. He spends his time building tools

    and processing data for Psychology research and the various enterprise systems. His research

    interests are in Social Simulation and Modelling, Emergent Systems, and Serious Games.

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Published

2012-05-28

Issue

Vol. 21 No. 1 (2012): Special Issue: Cognitive Polyphasia

Section

Special issue