was typical of urban-liberal milieus, whereby communication was merely intended to inform people about new opportunities, with little resistance to psychoanalysis. 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. Interpretation and developments Social representations should neither be equated with relatively stable collective representations, nor should they be confused with individual, cognitive representations. This has been elaborated by several authors who contributed to the theory: Gerard Duveen and Barbara Lloyd emphasized the articulation of the individual and the collective in micro-genetic processes of socialization, Wolfgang Wagner theorized about the role of action and social interaction in the construction of social representations, and Sandra Jovchelovitch proposed to regard social representations as a space in-between, at the cross-roads between the individual and society that is the public sphere, that links objects, subjects and activities. Most authors agree that social representations are dynamic elements of knowledge that depend on social conflict and dispute to originate and that have a history of elaboration and change over time. Bauer & Gaskell integrate this view in their formal model relating three elements: subjects, or carriers of the representation; an object, activity, or idea that is represented; and a project of a social group within which the representation makes sense. This conceptualisation is known as the toblerone model of social representations. There have been various developments within the field since Moscovici's original proposition of the theory. Jean-Claude Abric and his colleagues have explored the structural elements of social representations, distinguishing between core and peripheral elements in terms of the centrality and stability of certain