Abstract
The aim of this research was to examine the social representation of the cyclone risk, identifying the organising principles of this social representation and to explore the place identifications of two communities in Madagascar who are affected by this risk. Furthermore, the study aimed to explore the relationship between the organising principles of the cyclone risk and the place identity principles of the inhabitants in these two communities and the effect that these have on managing the cyclone risk. A multiple method approach was adopted using both qualitative and quantitative methods. Issues of reliability, validity, gerneralisability and conducting psychological research in a non- western country are all discussed. Using the psychometric paradigm and interview data, the results showed that in both commiunities three main organising principles of the social representation of the cyclone risk were identified. These were blame for the cyclone occurrence, responsibility for dealing with the cyclone risk and personal threat due to the catastrophic potential of the cyclone risk. Regarding these organising principles the research showed that the salience of the elements within each organising principle increased during the cyclone season. There were also differences between the inhabitants of the two communities along the dimensions of the organising principles. The results also showed the inter-relationship that the organising principles of the social representation have with local place identity principles. It was also found that the organising principles of the social representation of the risk caused a threat to the four identity principles guiding identification with place among the inhabitants who live in the area with a greater vulnerability to the cyclone risk. The results highlight the need to contextualize risk perception research. They illustrate the utility of using a multi-method approach. The results also have implications for policy makers and aid workers who deal with the cyclone risk in Madagascar.