Minority Influence

• (AO1) Define minority influence

  Minority influence is a type of social influence, which can occur when a minority (small group) changes the attitudes, beliefs and behaviours of a majority.
• (AO1) What are the 3 different factors psychologists have identified which enhance the effectiveness of a minority?

  Consistency, commitment and flexibility
• (AO1) Define consistency

  Refers to the way in which minority influence is more likely to occur when the minority members share the same belief and retain it over time.

  
  

  This then draws the attention of the majority group to the minority position.
• (AO1) Define commitment

  On occasion, minorities engage in very risky and extreme behaviour in order to draw attention to their views, demonstrating commitment to their cause.

  
  

  This is called the augmentation principle, as the majority pay attention to the actions being taken = more likely to integrate it into their personal viewpoint = increasing (augmenting) its importance due to the personal sacrifice made by the minority.
• (AO1) Define flexibility

  Flexibility refers to the way in which minority influence is more likely to occur when the minority is willing to compromise.

  
  

  This means they cannot be viewed as dogmatic and unreasonable.
• (AO1) Define Moscovici's conversion theory

  M's conversion theory proposes that:

  
  

  When a new idea is presented by the minority, the majority initially rejects it, creating conflict.

  
  

  However, if the minority demonstrates commitment and consistency, the majority may undergo a validation process, ultimately leading to the acceptance of the minority position or internalisation of their view.
• (AO3) N & M

  P: Research evidence supports role of flexibility in minority influence, as shown by Nemeth (1986) study on the ski lift accident.

  
  

  E: N found flexible minority more effective in influencing majority to compromise & change view on amount of compensation to give to victims. Contrasts with M's theory, which emphasises the importance of consistency.

  
  

  E: While M's research suggests consistency is key to MI, N's work highlights need for flexibility. Suggests MI may depend on balance between consistency and flexibility, rather than rigid adherence to one approach.
• (AO3) Link between C & AP

  Point: Link between commitment & augmentation principle is crucial in MI.

  
  

  Evidence: The AP suggests - when a minority shows strong commitment, their position more likely taken seriously. Demonstrations/sacrifices by the minority increase perceived legitimacy of viewpoint.

  
  

  Evaluate: Commitment enhances minority influence by making minority appear credible & determined. Due to this, majority may reconsider their position, but depends on how the demonstrations/sacrifices are perceived, highlighting importance of sincerity in influencing change.
• (AO3) Real life example

  Point: Minority influence has significant implications for social change, as shown by Rosa Parks's actions in the 1950s.

  
  

  Evidence: Her refusal to give up seat lead to her arrest, sparking the civil rights movement and challenging racial segregation laws (e.g. Jim Crow) in America.

  
  

  Evaluate: Demonstrates how a committed act of defiance by a minority can inspire widespread societal change, emphasising the power of minority influence in challenging established social norms.