G

• 1. Drawing attention: raising awareness of the issue and providing social proof e.g.

  through protests and speeches
• 2. Consistency: Minority need to remain consistent in their message (synchronic and

  diachronic)
• 3. Deeper processing: If the minority viewpoint is different to the majority, this causes

  cognitive conflict and it gets people (who accept the status quo) to question and

  reconsider their view
• 4.The augmentation principle: engaging in extreme behaviours to actively challenge the

  issue and demonstrate commitment. This can attract media attention and also cause

  personal risks e.g. abuse from people or imprisonment
• 5. Snowball effect: As the minority position gain the attention of people, they gather

  momentum, like a snowball running down a hill. Eventually there is a switch from a

  minority to a majority viewpoint and social change occurs
• 6. Social cryptomnesia: People know that change has occurred but can’t remember how

  it happened (social forgetting).