More than a Theory: A New Map of Social Thought

In this article we revisit two different temporal phases related to the publication of Serge Moscovici's book La Psychanalyse, son image et son public, and we examine two key concepts of the theory: cognitive polyphasia and anchoring. The first phase, initiated by the Durkheimian circle, gives us an opportunity to retrieve traces of the intellectual debate about collective psychology and reconsider this debate in today's light. The second, more recent phase, is inspired by classical and modern research in the field of social representation, and it serves us as a basis for a new hypothesis about anchoring. We suggest that the traditional concept of familiarisation attributed to anchoring can also have an opposite significance: it can transmit and guarantee the non‐familiar and so establish strangeness. Finally, we argue that social representations are more than a simple theory, just like the symbol is always more than what it symbolizes.