1.Drawing attention to an issue e.g. marching, campaigning etc.2.Consistency and flexibility – keeping the same message over time, but being willing to compromise so as to not appear dogmatic.
Social change via minority influence
1.Deeper processing of the issue – people begin to think about the minority opinion more deeply.2.Augmentation principle – the minority demonstrates commitment through sacrificing something e.g. freedom, reputation, their own property.
Social change via minority influence
3.Snowball effect – more and more people become persuaded by the message.4.Social cryptoamnesia, conformity/obedience – people have a memory that change has occurred but not how it happened. People conform to the new majority position, or if a new law is put into place, they obey the new law.
Social change through majority influence
•Conformity – campaigns are based on NSI. Social change occurs by drawing attention to what the majority is actually doing. This social change is similar to the dissent shown in Asch’s variation.•
Social change through majority influence
•Obedience – campaigns are based on gradual commitment – getting people to agree to something small which builds up to something bigger. People therefore ‘drift’ into a new behaviour.
