Social Change Flashcards
How minority influence creates social change
- draws attention through social proof
- consistency
- deeper processing of the issues
- augmentation principle
- snowball effect
- social cryptomeria
What two aspects of conformity can cause social change
NSI and Social Support
NSI
Exploit NSI as Nolan et al showed this approach was effective in changing people’s behaviour so they used less energy at home by saying that is what the majority did.
Social Support
when a minority dissent it has the power to allow others to behave differently from the rest of the group
What two aspects of obedience can cause social change
Social Support and Gradual Commitment
Social Support
Disobedient role models increase the likelihood that more people will disobey which can create different behaviours. For example, more and more people are protesting against Putin.
Gradual Commitment
Once a small instruction obeyed it becomes easier to obey bigger and more difficult tasks, leading to a bigger commitment than intended like in Milgram’s study. Makes it feel more reasonable and easier. (Zimbardo)
Strength (N)
Research support suggesting it works.
Nolan et al (2008) found hanging messages on door every week for a month telling them most residents were reducing their energy usage which led to significant decrease in energy used across street.
Shows NSI can cause change and field so generalisable.
However… Foxcroft et al (2015) studied range of experiments using NSI to reduce alcohol usage of students but only decreased a little.
Weakness
Minority influence is slow.
Nemeth (1986) argues minority influence effect are indirect and delayed.
Take a long time and no tackle issue.
Furthermore… 11 years for women to vote but didn’t tackle sexism.
Strength (A)
Research support for NSI.
Asch found wanted to fit in so knowingly answer wrong.
Normative social pressures change behaviour.
However… lacks population validity so not generalisable.
