Social change

• Steps of social change:

  Drawing attention

  Consistency

  Deeper processing

  Augmentation principle

  Snowball effect

  Social cryptomnesia
• Drawing attention = through social proof of the problem, or idea of the minority
• Consistency = overtime, the consistency in the minorities view in increase the amount of interest from other people
• Synchronic consistency = They’re all saying the same thing
• Diachronic consistency = they’ve all been saying the same thing for sometime now
• Deeper processing = the attention raised means that many people who had simply accepted the idea, begin to take on the view and internalise it
• Augmentation principle = minority demonstrate commitment to the cause to draw more attention to it often risking their lives
• Snowball effect = overtime, increasing numbers of people switch from the majority position to the minority position. The more this happens the faster the rate of conversion
• Social cryptomnesia = people have memory that changes occur and are aware that changes happened but don’t remember how it’s happened