Arguing about tobacco and its effects on social representations

This study analysed the influence of social debate (group discussion) on previously held antagonistic social representations about tobacco. In the first phase of our study, we contacted 130 subjects in order to know what type of social representations they held. Two representations were found: a ‘psychopathological’ representation and a ‘critical’ one. After obtaining these results, and in a second phase, we randomly divided 100 subjects into 10 discussion groups, whilst another 30 subjects were assigned to the control condition (non-discussion group). The group discussion (social debate) led to a convergence of previously held representations. Debate emerged as a mechanism which could reduce the distance between groups who hold previously opposing representations.