AO1

• Civil Rights Movement

  1. Protests held to draw attention to the issue by providing social proof + demonstrating solidarity
  2. Remained consistent with one another (synchronic) and over time (diachronic)

  • Many marches were held with large numbers of black people, despite being the minority of the American population (unanimity gave them greater collective power)
• 3. Augmentation Principle + Dissenting Authority Figures


  • Sacrifices + risk taking behaviours (MLK arrested 29 times, Rosa arrested, Bus Boycotts)
• 4. American population began to recognise the cause

  Undergo Systematic Processing = begin to consider minority values at a deeper level, drawing realisation of its unjustness

  
  

  >> Suggests Social change is a form of ISI (conforming as they want to be 'right') which results in internalisation (public + privately sharing views)
• 5. As MLK continued to press the government for civil rights

  • The movement grew until it reached a tipping point of critical mass - demonstrating the Snowball Effect
  • The extreme social pressure led to a paradigm shift: the US government finally passes the 1964 Civil Rights Act, prohibiting discrimination so it was no longer the 'norm'
• 6. Social Cryptomnesia is when the old norm gradually gets forgotten