Minority Influence Flashcards
(6 cards)
What is minority influence?
A form of social influence in which a minority of people persuade others to adopt their beliefs, attitudes, or behaviors. This leads to internalization
What is consistency?
Minority influence is most effective if the minority keeps the same beliefs both over time and between the minority. This consistency might be agreement between people. This is synchronic consistency; they are all saying the same thing. The consistency might be over time. This is diachronic consistency; they have been saying the same thing for some time now. Such consistency makes other people start to rethink their own views.
What is commitment?
Minority influence is most effective if the minority demonstrates dedication to their position. Sometimes minorities engage in quite extreme activities to draw attention to their views. It is important that these activities are at some risk to the minority because this demonstrates greater commitment. The larger the personal sacrifice is, the more powerful the minority influence is, as it shows that the minority is not acting out of self-interest. Majority group members then pay even more attention and start to consider the minority’s views more deeply. This is called the augmentation principle.
What is flexibility?
Minority influence is most effective if the minority demonstrates dedication to their position. Nemeth (1986) argued that consistency can be interpreted negatively. Repeating the same arguments and behaviors can be seen as rigid, unbending, opinionated and inflexible. This is off-putting to the majority and unlikely to result in any conversions to the minority position. Instead, members of the minority need to be prepared to adapt their point of view and accept reasonable and valid counterarguments. The key is to strike a balance between consistency and flexibility. Minority influence is therefore more effective if the minority show flexibility by accepting the possibility of compromise.
What is the process of change?
If an individual hears something which agrees with what they already believe, it does not make them stop and think. But if they hear something new, then they might think about it – especially if the source of this view is consistent and passionate. Over time, increasing numbers of people switch from the majority position to the minority position. They have become ‘converted’. The more that this happens, the faster the rate of conversion. This is called the snowball effect. Gradually the minority view has become the majority view and change has occurred.
