social change

• what are the 6 stages of social change?

  drawing attention, cognitive conflict, consistency of position, augmentation (commitment), snowball effect, social cryptonesia
• what is drawing attention?


  highlighting a concern to gain public attention
• what is cognitive conflict?

  minority creates a conflict between what majority believe and the position advocated by the minority
• what is consistency of position?


  minorities are more influential when they express their argument consistently
• what is augmentation (commitment)?


  if you engage in risk taking behaviour or things that inconvenience you you grab the attention of the public
• what is the snowball effect?

  overtime people GRADUALLY become converted. Slowly people join the cause, then a few more and more to a TIPPING POINT when the minority becomes the majority
• what is social cryptonesia?

  over time people will have no memories of the change of view
• how did the suffragettes draw attention to their cause?

  chaining themselves to the fences outside parliament, hunger strikes etc
• how did the suffragettes cause cognitive conflict?

  they made people challenge their current view that women shouldn't have the right to vote
• how did the suffragettes show consistency of position?

  they continuously advocated for women's suffrage
• how did the suffragettes demonstrate augmentation?

  chaining themselves to the fences outside parliament, hunger strikes etc
• why is Moscovici a strength?

  a group of 6 people (4 ppts and 2 confederates) shown 36 slides which were clearly different shades of blue. Asked to state the colour aloud

  CONDITION 1- 2 confederates answered green every time (consistent)

  results - ppts gave the sane wrong answer 8.42% of the time

  CONDITION 2- 2 confederates said green 24 times and blue 12 times (inconsistent)

  results - ppts gave the same incorrect answer 1.25% of the time
• why is Nolan's study a strength?


  put messages on homes on a street 'most residents are trying to reduce their energy consumption' - this led to more people using less energy -> normative SI
• why is Nemeth a strength?

  ppts put into groups of 4 and had to agree on the amount of compensation for a victim of a ski lift accident

  one ppt was a confederate and there were two conditions

  condition 1- when minority argued for a low rate and refused to change his position

  condition 2- when the minority argued for a low rate but compromised

  condition 1- minority had little to no effect on majority

  condition 2- minority was much more likely to compromise
• what does the Moscovici study lack?

  mundane realism and ecological validity
• Why is Maclie a weakness?

  it goes against the view that minority influence leads to deeper processing. majorities actually lead to deeper thinking as we believe others if they think we do -> if the majority thinks differently it causes pressure to change our view
• what are the effects of solid change? (weakness)

  INDIRECT : people lose sight of the central / main issue

  DELAYED: the effects won't be seen in our lifetime