Social Representation Theory In order for people in groups to talk with one another, they need a system of common understanding, in particular of concepts and ideas that are outside of 'common' understanding or which have particular meaning for that group. Words thus become imbued with special meaning within particular social groups. Moscovici described social representation as: “systems of values, ideas and practices with a two-fold function; first, to establish an order which will enable individuals to orientate themselves in their material and social world and to master it; secondly, to enable communication to take place amongst members of a community by providing them with a code for social exchange and a code for naming and classifying unambiguously the various aspects of their world and their individual and group history”