A01

• The African-American civil rights movement illustrates how minority social influence creates social change through several steps. Firstly, by drawing attention to issues of segregation, marches provided social proof of the problem. Consistency in the activists' message and actions over time deepened public engagement with the injustice - deeper processing occurred.
• Personal risks undertaken by individuals, such as the 'freedom riders', augmented their message, highlighting their strong beliefs. As momentum grew, the snowball effect shifted minority support to majority backing, resulting in legislative changes like the US Civil Rights Act. After change occurs, people often have no memory of the events that led to that change, which is termed as social cryptomnesia.
• Dissent, as demonstrated in Asch's research, breaks the power of the majority and fosters change by encouraging others to dissent. Another approach seen in environmental and health campaigns uses normative social influence by highlighting what the majority are doing, thereby promoting desired behaviours. Additionally, Milgram's work emphasises the significance of disobedient role models, while Zimbardo suggests gradual commitment as a strategy for using obedience to drive social change.