Social change

• what is social change?

  The process by which society changes beliefs, attitudes, and behaviour to create new social norms
• what is cognitive conflict?

  the majority need to be made to think deeply about the issue. A minority can challenge the beliefs of the majority. ​
• what is the augmentation principle?

  minorities must be committed to their cause so they take risks to draw more attention to their cause.

   
• what is the snowball effect?

  the minorities message initially having a small effect, but it then spreads more widely as more people are drawn to join the cause.
• what is critical mass?

  this is reached when more and more people are drawn to the minorities cause so they now become the majority.
• what is social crypto amnesia?

  more and more people start conforming to the new views than the old views and the process of change are forgotten.