Social Change Flashcards
Name all 6 components of social change
- draw attention
- cognitive conflict
- consistency
- augmentation principle
- snowballl effect
- social cryptonesia
Pneumonic
DCCASS
Draw attention
Highlighting the concern to gain public attention
Cognitive conflict
Minority creates a conflict between what the majority believes and the position advocated by the minority. If the group bringing about the change is seen as credible, this likely to create a deeper conflict and therefore the majority are forced to examine the argument.
Consistency
minorities are more influential when they express their argument consistently. (Diachronic and synchronic)
Augmentation principle
Minorities willing to suffer for their cause are taken seriously (inconveniences them = more persuasive), commitment.
Snowball effect
Gradual process where the minority becomes more widely influential until it reaches a tipping point where the minority becomes the majority view.
Social cryptonesia
Social change came about but many people have no memory of the events leading to that change.
Not necessary but just for clarity!!! (Suffragettes example)
Drawing attention to the issue: The suffragettes used different tactics to draw attention to the fact women were denied voting rights
Cognitive Conflict: Between the current situation and the position encouraged by the Suffragettes
Consistency of position: The Suffragettes were consistent in their views, regardless of the attitudes of those around them. They used educational, political and other tactics with the same message.
The augmentation principle: The Suffragettes risked imprisonment, their argument was augmented
The snowball effect: Universal Suffrage was finally accepted by the majority of people in the UK.
+ Moscovici et al (1969)
A group of 6 (4 participants, 2 confederates) were shown 36 slides which were clearly different shades of blue. They were then asked to state the colour of each slide out loud. Condition 1: the confederates answered green for each of the slides. They are consistent in their responses. Condition 2: the confederates answered green 24 times and blue 12 times. They were inconsistent in their answers. Condition 1: confederate was consistent 8.42% gave incorrect answer of green. Condition 2: confederate was inconsistent 1.25% gave incorrect answer of green. Proves Importance of consistency in minority influence.
+ Nemeth
Participants put into groups of 4, they had to agree on an amount of compensation to give to a ski lift victim. (1 confederate, 3 participants). Condition 1: inflexible condition where confederate made no change to their answer: lead to NO effect on the majority. Condition 2: flexible condition where confederate compromised and offered slightly higher: Majority more likely to compromise. Supports the importance of flexibility in minority influence.
+ Nolan
put messages on the front doors of a housing estate saying “most residents are trying to reduce energy usage”. Led to an overall decrease in energy usage. Normative social influence is an important feature of minority influence.
Minority can be indirect and delayed
Minority can be indirect and delayed. Indirect: people are only influenced by issues relating to the central issue and not the actual issue. (Recycling and global warming)
Direct: the effects may not be seen immediately (recycling and global warming)
Lacks
Tasks within studies are artificial such as moscovici’s stating the colour of slides. Real-life situations are more complicated such as “fathers for justice campaign”. Therefore lacking in external validity so has limited real world application.
