Social change

• the role of social influence in social change AO1? Part 1

  There are many key processes involved in social change according to social influence research. Initially minorities draw attention to their viewpoint through campaigns and protests. They will demonstrate synchronic consistency (within the group) and diachronic consistency (over time). This means the majority will begin to think more deeply about the issue (deeper processing). If the minority portray commitment through the augmentation principle, taking risks in presenting their message then it will be further reinforced. 
• the role of social influence in social change AO1 part 2?

   Over time the minority will convert others to the viewpoint and so their group slowly gains more authority and grows in number – becoming the majority. This is called the snowball effect. Governments may then implement policies reflecting these changing attitudes which creates social change through the process of obedience. Eventually, when social change has occurred, many will have no memory of how the changes came about, and we call this social cryptoamnesia.
• how has conformity research shown how social influence is present in social change?

  Conformity research has shown us the power of social support and normative social influence in social change. When we have social support, it will break the unanimity and power of the majority, enabling others to resist conformity. Additionally, if we provide information about what other people are doing it encourages normative social influence as we draw attention to the issue. 
• how does obedience research show social influence is present in social change?

  Obedience research also shows that if we can encourage people to commit to a small change in behaviour they are more likely to then commit a bigger change later on, known as gradual commitment.
• what are the strengths for social influences role in social change?

  research support

  it explains how social changes occurs.
• elaborate on research support as a strength for social influences role in social change part 1?

  In support of the role of social influence process in social change, research has demonstrated how normative social influence can cause changes in behaviour. Nolan et al (2008) studied energy consumption in a community where they hung messages on the front doors of houses in San Diego, California every week for a month. The key message was that most residents were trying to reduce their energy consumption. 
• elaborate on research support as a strength for social influences role in social change part 2?

  There was also a control condition where some residents had a different message that just asked them to save energy but made no reference to other people’s behaviour. They found significant decreases in energy usage in the first group suggesting that when we believe the majority are doing something we will also conform to this.
• elaborate on how research into social influence explains social change as a strength?

  A strength of research into social influence processes is that it helps to explain how social change comes about. Nemeth (1986) explained that social change happens slowly, for example, it has taken decades for attitudes on drink-driving and smoking to shift. The effects of minority influence are likely to be indirect and delayed as it takes time for a majority to think about the issues more deeply and weigh up the different options.
• what are the weaknesses for social influences role in social change?

  However, Mackie (1987) believes majorities may create deeper processing than minorities . This is because if you do not share the views of a majority it forces us to consider their view more deeply as we like to think that others believe the same things as us. This suggests minority influence alone may not be a valid explanation of social change.