Social change can take time due to the strong tendency for human beings to conform to the majority
This makes change latent (creates potential for change)
Weakness - Perception of being 'deviant' limits influence
The eyes of the majority often see deviance, rather than the potential for social change
Making changes includes the challenge of not being seen as 'deviant' and making others embrace the decision
Weakness - Social norm limitations
Not all social norm interventions have led to social change
Delong et al (2009)
Tried to drive down alcohol consumptions in students across 14 different colleges
Despite receiving normative information to correct their misperceptions of drinking, students did not show lower drinking levels
Weakness - The boomerang effect
Schultz et al (2007)
When social norm intervention strategies are in place, they can be ineffective if individuals are already leading the 'more desirable' life choices
They can then turn to more destructive behaviours
Strength - Overcoming the deviant minority - communist manifesto
Minorities can be portrayed as deviants
The birth of communism was due to the careful ay the minority overcame the 'deviant' problem
The communist manifesto made it seem that the communist minority were a part of the majority (proletariat), that their struggles were actually with the owners of the factories (bourgeoisie)
