Social Change

• Social change

  the work of moscovici and nemeth concluded that a consistent, committed and flexible minority is most effective in influencing an individual. However, minority groups also play an important role in facilitating social change by influencing an entire society to change its attitude , behaviours and beliefs. Social change refers to the ways in which a society develops over time to replace beliefs, attitudes and behaviour with new norms and expectations
• Deeper processing

  the more people think about an issue at hand, rather than blindly accepting it, the more they will, in turn, be able to challenge the existing social norms to bring about change
• Drawing attention


  in order for a social change to occur, the majority must first of all be made aware of the need for the change
• The augmentation principle 


  when the majority pays attention to selfless and risky actions being taken by the minority group and is more likely to integrate the groups opinion into their own personal viewpoints due to the personal sacrifice made by the minority
• The snowball effect 


  once the minority viewpoint has got the attention some of the majority group members, more and more people begin paying attention