Social influence processes in social change Flashcards
What is social change?
Occurs when a society or section of society adopts a new belief or way of thinking which then becomes widely accepted as the norm.
What are the 5 stages for bringing about social change through minority influence?
Drawing attention to an issue
Cognitive conflict
Consistency of position
Augmentation principle
Snowball Effect
What happens in the attention and cognitive conflict stage?
Attention to conflicting view causes a conflict the majority is motivated to reduce. Causes majority to think more deeply about issue raised.
What is the importance of the consistency of position stage?
Moscovici demonstrated importance of consistency over time and between minority members.
What is the augmentation principle/stage?
If a minority appears more willing to suffer for their views, they are seen as more committed and taken more seriously.
What is the snowball effect/stage?
Initial minority influence impact is small-scale. Can spread more widely as people start the process of cognitive conflict. Tipping point - 10% committed - can lead to widespread social change.
What are social norms interventions?
Attempt to correct misconceptions of the normative behaviour of peers in an attempt to change the risky behaviour of a target population.
What is an example of a social norm intervention.
“Most of us don’t drink and drive” campaign. Young adults USA area with particularly high drink-driving incidents. Campaign showed research that displayed drink-driving is a minority activity. Reduced drink-driving in the area by 14%. Successfully corrected norms.
(AO3) What may limit the influence of minorities?
Being perceived as deviant by the majority. Majority do not wasn’t to be seen as deviant themselves. Focus becomes source of message (deviant group) rather than the message itself. Message has limited impact. Another challenge for minorities.
(AO3) What is another challenge faced by minorities when bringing about social change?
Very gradual process. For example Suffragettes. Due to strong tendency to conform to the majority. More likely to maintain status quo. Minority influence may create potential for change rather than actual social change?
(AO3) Explain an issue with the social norms approach.
Doesn’t always work. Study into 14 college sites drinking rates. Despite receiving normative information to correct the misconceptions, students did not report reduced alcohol consumption.
Social norms interventions not flawless, especially with less serious/extreme issues?
(AO3) Explain the boomerang effect and its implications for social norms interventions.
When those who’s behaviour is more desirable than the norm also receive the message. May make their behaviour less desirable to conform. E.g. energy usage average levels may increase usage of lower-than-average users. Weakness of SNI.
