Abstract

In this article, the Zerubavelian culturalist cognitive paradigm which comprises an emerging Rutgers School of Sociology is presented. This perspective employs a comparative cognitive pluralist approach to the study of cognition and takes as its central premise that the mind is social. The key roots of the perspective in Simmelian classical sociology and in the twentieth-century sociology of knowledge approaches of Fleck, Mannheim, Berger and Luckmann and others are outlined. The key concepts and parameters of the field and its concern with perception, attention, classification, meaning-making, memory, time and identity are discussed. Finally, its methodological approach is outlined and it is suggested that the Zerubavelian perspective provides a unique analytic literacy that cuts across the various subfields of contemporary sociology.