Social influence processes in social change

• Social change through minority influence


  1. Drawing attention to an issue

  2. Creating a conflict between what they currently believe and what the minority believe

  3. Being consistent with each other and over time

  4. The augmentation principle - minority appears willing to suffer for their views

  5. The snowball effect - minority influence initially has a small effect but this spreads more widely until it eventually leads to large scale social change
• What is social change?

   

  Social change refers to any significant fluctuation in norms and values in a culture.

   
• Social norms approach


  If people perceive something to be the norm, they tend to alter their behaviour to fit that norm
• Behaviour


  Biased more on what people think others believe and do ('perceived norm') than on their real beliefs and actions ('actual norm')
• Misperception


  Gap between a perceived norm and actual norm
• Social norms interventions


  Correcting this misperception
• Social norms interventions


  1. Identify a widespread misperception

  2. Use perception correction strategies in media campaigns and promo material to communicate the actual norm
• Example of social norms intervention


  • 'Most of us don't drink and drive', designed to reduce drinking and driving among young adults in Montana, USA