The role of social influence processes in social change

• Social influence processes


  Processes that play a crucial role in driving social change
• Conformity


  • Individuals adjust their beliefs or behaviours to align with those of a group
  • Can be seen in peer pressure among teenagers and societal norms shaping cultural practices
• Compliance


  • Individuals change their behaviour in response to a direct request from another person
  • Often utilised in marketing strategies and persuasive communication techniques to bring about changes in consumer behaviour or decision-making processes
• Obedience


  • A form of social influence that involves following direct commands from an authority figure
  • Gained significant attention through Stanley Milgram's famous experiment on obedience, highlighting the power of authority in influencing individuals to act against their own moral principles
• Social identity theory


  • Individuals derive a sense of self from their membership in social groups, leading to in-group favouritism and out-group discrimination
  • Can influence social change by shaping perceptions of intergroup relations and driving movements for equality and social justice
• Theory of planned behaviour


  • Attitudes, subjective norms, and perceived behavioural control influence intentions and behaviour
  • Applying this theory to social change initiatives can help predict and understand individuals' likelihood of engaging in pro-social actions or supporting community-based projects
• Social influence processes are integral to fostering social change within a society
• Understanding social influence mechanisms is essential for addressing contemporary issues and driving positive change at both the individual and collective levels