This article intends to subsidize reflections on the meaning of "knowing" in "popular" culture. The aim is to bring Jurema’s scent for the discussion on the problem of knowledge. Forms of popular cognition are reflected based on the persistent and multifaceted Jurema’s presence in the Brazilian imaginary. Its roots, botanical and ethnic, remain out of the cultivated area and preserve vegetable and semantic trunks of the "caboclos’ cult". The article also describes processes of semiosis immanent to this Brazilian wild lushness and discusses their importance to the study of social cognition and to a dialog with popular knowledge.
Imagination; Social representation; Social cognition; Religious practies; Social Psychology