“…This argument has implications for cultural inquiry by redirecting research away from searching for discrete schemata which serve as solutions to problems, to focusing on how and why certain schemata are used as they are. In doing so, it extends research in the traditions of cultural studies and discursive psychology which focus on how and why schemata – as ‘worn out patterns of identification’ (Wekker, 2016: 170) – are used as they are by demonstrating how widely shared norms and cultural ideas serve simultaneously as anchors and launching pads for deeper reflection and deliberation; schemata about dying and employment shape respondents’ answers in shared ways while also enabling them to forge answers using their own personal proclivities, emotions and sense of spontaneity (see Leschziner, 2015; Vaisey, 2009; Williams, 2016a, 2016b). Framing automatically used identification patterns (Morrison, 1992; Wekker, 2016) as cognitive schemata enables scholars of culture to more fully utilize the insights and findings of cognitive psychologists and neuroscientists while keeping the discursive nature of these mental representations at the foreground (see Billig, 2009; Lester, 2014).…”