Transformation between scientific and social representations of conception: the method of serial reproduction.

The social representation (SR) of conception was investigated using an adapted version of Bartlett's (1932) method of serial reproduction. A sample of 75 participants reproduced a text describing the conception process in 20 segregated chains of four reproductive generations. Changes in sentence structure and content were analysed. Results indicated that when the scientific representation of conception is apprehended by laypersons, two different processes take place. First, the abstract biological description of the process is progressively transformed into an anthropomorphic description centred on the sperm and ovum (personification). Second, stereotypical sex-role attributes are projected onto the sperm and ovum. Limitations of the method of serial reproduction are discussed, as well as its potential for modelling processes of cultural diffusion of knowledge.