The role of social influence processes in social change

• Research suggests that when people show commitment to a viewpoint they are much more likely to influence others. E.g Hogg and Vaughn claimed that minorities are more likely to bring about social change if they are seen to be acting from principle and not out of self interest.
• In addition, the augmentation principle suggests that if people are willing to make sacrifices in order to maintain their minority point of view then they are more likely to change the views of the majority. E.g Nelson Mandela was imprisoned for over 20 years for campaigning for equality.
• (+) Latane and Wolf suggested that 3 factors influence whether the minority can change the views of the majority to bring about social change.
• latane and wolf factors- Strength - how powerful and knowledgeable the minority are Numbers - the number of people in the minority Immediacy - how close people are both physically and in terms of relationships.
• disadvantage of Latane and wolf- Mullen carried out a meta analysis of these studies and found out that many of them used self report methods and thus it is difficult for any valid conclusions to be drawn as the participants behaviour was not directly observed.
• Another factor in minority influence is the “snowball effect”. Once some members of the majority start to move towards the minority viewpoint then the influence of the minority begins to gather momentum.
• Positive of snowball effect- Clark carried out a mock jury study, and showed how people begin to change their minds when they see others changing “sides” and adopting the minorities viewpoint. In addition, Clark also found that if the minority are to have the best chance of convincing the majority to join their viewpoint, then they should be non-dogmatic in their argument.
• Changes in public opinion in society often happen gradually over a long period of time. However, we often forget the gradual step changes that took place to achieve it - this is called social cryptomnesia.