Role of social influence processes in social change

• Social change-

  When whole society adopts a new belief or way of behaving which then becomes widely accepted as norm

  -Can be positive or negative
• How does minority influence create social change?

  1.Drawing attention

  2.Consistency

  3.Deeper understanding

  4.Augmentation principle

  5.Snowball effect

  6.Social cryptomnesia
• How does minority influence create social change? Drawing attention

  -Minority highlights their point of view
• How does minority influence create social change? Consistency

  Minority express same message and arguments over time
• How does minority influence create social change? Deeper understanding

  Causes people to start thinking about issue as it's different
• How does minority influence create social change? Agumentation principle

  Minority are seen to make sacrifices and risks to show their commitment to their view which makes it more powerful
• How does minority influence create social change? Snowball effect

  View slowly spreads across majority until it becomes norm
• How does minority influence create social change? Social cryptomnesia

  People forget the events that led to social change
• How might conformity lead to social change?

  Conformity research

  -Environmental and health campaigns use knowledge of conformity by appealing to normative social influence

  -These campaigns provide information about what majority are doing to encourage social change
• How might obedience lead to social change -

  -Zimbardo suggested obedience can be used to create social change through gradual commitment

  -Foot in door technique>> start with minor request and then gradually make larger requests

  -If we obey one small order, we are more likely to obey larger ones