Social Change
- Created by: givemeastar
- Created on: 15-02-18 18:38
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- Social Change
- Social change through minority influence
- Conversion Process - Moscovici said if an individual is exposed to persuasive argument under certain conditions that may change their views
- 1. Drawing attention to the issue
- Minorities can bring social change by drawing the majority's attention to an issue.
- 2. Cognitive conflict
- Minority creates conflict between what the majority believes and challenges the majority members to think more deeply about the issue
- 3. Consistency of position
- Minorities tend to be more influential if they present their arguments consistently over time.
- 4. Augmentation Principle
- If the minority appears to be suffering for their views, they're seen as more committed and are taken more seriously by others.
- 5. Snowball effect
- As the minorities effect spreads more widely, more people consider the issue until it reaches a tipping point at which it leads to a wide-scale social change
- 6. Critical Mass
- The minority has now become the majority and now more people conform because of normative social influence
- Social-crypto Amnesia - when people forget how or why the change happened
- Social change through Majority influence
- If people perceive something to be the norm, they alter their behaviour to fit that norm.
- Behaviour is based on what people believe others do ('perceived norm') than what they actually do ('actual norm')
- The gap between the perceived and actual norm is misperception and correcting this misperception is known as social norms intervention
- Behaviour is based on what people believe others do ('perceived norm') than what they actually do ('actual norm')
- Social norms intervention
- identifies a widespread misperception and uses NSI to send a message about what the majority is actually doing
- 'Most of us don't drink and drive' corrected a misperception about drunk-driving and reduced DSI by 13.7%
- If people perceive something to be the norm, they alter their behaviour to fit that norm.
- Social change through minority influence
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