Social Influence - Role of Social Influence processes in Social Change Flashcards
(6 cards)
1
Q
Special role of minority influence
A
If an individual is exposed to a persuasive argument under certain conditions, may change their views to match those of the minority
- Moscovici - process is called ‘conversion’
2
Q
Social change
A
- Occurs when individuals/small groups change the way the majority thinks + acts
- The minority usually brings about social change while the majority retains the status quo
3
Q
Steps how minority influence create social change
A
- Draw attention to the issue: highlighting a concern
- Consistency of position: displaying an unswerving message + intent
- Deeper processing: many people who accept the status quo start thinking further
- Augmentation principle: minorities take risks to further the cause
- Snowball effect: people switch from a majority to minority
- Social cryptomnesia occurs: people have a memory that change has occurred but some people have no memory of the events leading to that change
4
Q
Lessons from conformity
A
- Such dissent has the power to create social change
- Environmental + health campaigns exploit conformity processes by appealing to NSI and by providing info on what other people are doing
5
Q
Lessons from obedience
A
- Disobedient models make social change more likely:
Milgram’s research demonstrated importance of disobedient role models - rate of obedience dropped significantly - Gradual commitment leads to ‘drift’:
Zimbardo - obedience can be used to create a social change - once smaller commitment has been made, more difficult to resist a bigger one - Gradual commitment – making someone agree to do terrible things gradually and build it up until you get the person to do exactly what you want
6
Q
Evaluation of social change
A
Weaknesses:
- Nemeth - effects of MI are indirect + delayed
- Effects are fragile, sometimes effects aren’t seen for a long time - limits role of MI on social change
- May avoid MI as they are associated with stereotypical ‘radicals’
