NOT IN TEST Social change + influence

• What occurs when a whole society adopts a new attitude or belief?

  Social change
• How can social change be brought about?

  Through minority influence and majority influence
• What are the key behavioral styles a minority must adopt to influence a majority?

  • Consistent
  • Committed
  • Flexible
• Why is consistency important for minorities influencing the majority?

  It increases the likelihood of social change
• What does commitment from a minority involve?

  Engaging in risky activities for their view
• What is the augmentation principle in minority influence?

  Risk enhances the minority's message impact
• What risks did the suffragettes take to demonstrate commitment?

  Imprisonment or death
• Why is flexibility important for minorities?

  It helps avoid being perceived as dogmatic
• What is the risk of a minority being too rigid in their approach?

  They may be seen as dogmatic
• What happens if a minority is too flexible?

  They risk being seen as inconsistent
• What did the suffragettes do during World War 1 to show flexibility?

  Suspended their campaign to support the war
• What is the snowball effect in social change?

  • Initial small effect by minority
  • Majority starts to adopt minority views
  • Momentum builds until minority becomes majority
  • Social change occurs
• What is the outcome when the minority viewpoint becomes the majority viewpoint?

  Social change has occurred
• What significant change occurred in the UK in 1928 regarding voting rights?

  Women were given equal voting rights
• What is a weakness of research into social influence + change

  Weakness - minority influence does X always lead to social change. Bc minorities often face problem of being seen as deviant in eyes of majority. Majority group members often avoid agreeing w a deviant minority simply bc they do X want to be viewed as deviant themselves. Suggests the influence of minority is frequently latent; creates potential for change, rather than directly leading to change.
• What is a strength of research into social influence + change

  Strength = possible for minority to overcome problem of being seen as deviant in eyes of majority. E.g, Friedrich Engels +Karl Marx emphasised they were part of the working class majority + struggle was in fact w ruling class (the bourgeoisie). In simple terms, saying, “we aren’t the deviants, we are just like you - it’s the bourgeoisie who are against us all”. Suggests = possible for minority to overcome problem of being seen as deviant in eyes of majority + therefore possible for minority to bring abt social change. 
• What is majority influence

  • Also known as conformity
  • One explanation of conformity = Normative social influence
  • NSI based upon the desire to be liked 
  • Social change campaigns often include normative messages about what other ppl are doing 
  • Social change therefore encouraged by drawing attention to what the majority are actually doing 
• What is a strength of research into social influence + change

  Strength = evidence to suggest conformity →  social change. E.g Nolan et al. (2008) hung messages on front doors of houses in San Diego every week for month. Key message = most residents trying to reduce energy usage. As a control, some residents had diff message that just asked them to save energy but made X reference to other ppl’s behaviour. Nolan et al. found significant decreases in energy usage in first group. Suggests that conformity can lead to social change through operation of normative social influence.
• What is a weakness of research into social influence + change

  Weakness = normative messages abt what other ppl doing do not always lead to social change. E.g Foxcroft et al. (2015) reviewed 70 studies where normative messages used to reduce student alcohol use. Found only small reduction in drinking quantity + X effect on drinking frequency. Suggests  normative social influence does X always produce social change.