Social influence processes in social change

Subdecks (1)

Cards (12)

  • 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