Minority influence and Social change
- Created by: z_mills1
- Created on: 17-05-14 11:59
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- Minority influence and Social change
- Minority influence - people reject the established majority norm and move to the minority position
- minority influence happens slowly
- Social change - when a society adopts a new belief or way of behaving - then becomes widely accepted as the norm
- Conditions for conversion
- Relevance
- minority views must be relevant for change to happen - views that are justified are more successful
- Flexibility
- minority view can be seen as being narrow minded - majority opinion is more likely to shift if the minority is flexible
- Committment
- minorities can evert influence by showing dedication - people are unlikely to suffer for a cause which isn't worthwhile
- Consistency
- when minorities express their arguments consistently, they are taken more seriously and more likely to bring about social change
- Relevance
- Snowball effect
- when a few people from the majority start to move to the minority then the minority begins to gain momentum
- when a minority has enough supporters it has transformed into the new majority
- it may only take one member of the majority to yield to the minority for there to be a snowball effect
- Minority influence - people reject the established majority norm and move to the minority position
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