Social change

• Process of social change


  1- drawing attention

  2- consistency

  3- deeper processing

  4- augmentation principle

  5- snowball effect

  6- social cryptomnesia
• Social Cryptoamnesia


  People remember that change has happened but don't remember how
• Strength

  Support for normative influence in social change


  Nolan et al 2008, investigated whether social influence processes led to a reduction in energy consumption. Hung messages to the front of doors in San Diego- different messages. Energy decreased more in the groups in the group that messages saying most residents were already trying to reduce it. This shows conformity can lead to social change through the operation of NSI.
• Strength

  Minority influence explains social change


  Nemeth says that minority arguments cause people to engage in divergent thinking which leads to better decisions and creative solutions to social problems. This shows that minorities are valuable because they stimulate new ideas and open people's minds
• Limitation

  Deeper processing may apply to majority influence

  Mackie (1987)

  majority influence may also provide deeper thinking if you disagree with their views.

  This challenges the central element of minority influence.

  Therefore a central element of minority influence has been challenged, casting doubt on its validity