Social Change
- Created by: MollyL20
- Created on: 15-10-20 20:18
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- Social change (Civil Rights Movement)
- Drawing attention
- In the 1950's in America, black separation applied to all areas of America
- There was black neighbour hoods. Schools and restaurants were strictly only for white people.
- The marches drew attention to this and provided social proof for the problem
- Consistency
- There were many marches, even though they were the minority of the American population
- The Civil Rights activists displayed consistency of the message and intent
- Deeper processing
- This attention meant that many people had simply accepted the social norm, began to think about the unjustness of it
- The augmentation principle
- There were a number of incidents were people risked their lives
- Freedom riders of all cultures would get on buses to challenge that fact that black people had to sit separately
- Many freedom riders were beaten an there were cases if mob violence
- The snowball effect
- Civil Rights activists such as Martin Luther King continued to press for changes that gradually got the attention of the Us government
- In 1964, the US Civil Rights Act was passed which prohibited discrimination which represents the change from minority to majority
- Social cryptomnesia
- Perez et al (1955) argued that minority groups influence majority groups
- People have the memory of change but don't know how it came about
- Lessons learnt from conformity
- Asch's highlighted the importance of a dissenter in one of his variations as it broke the power of the group encouraging other people to dissent which has the potential to lead to social change
- Most campaigns increasingly exploit conformity process using NSI by providing info on what others are doing
- Social change is encouraged by drawing attention to the majority
- Lessons learnt from obedience
- Milgram's research clearly demonstrates the importance of disobedient role models
- The rate of obedience plummeted when the confederate teacher has to gives the shocks to the learner
- Zimbardo suggested that obedience can be used to create social change through gradual commitment
- Once a smaller instruction is obeyed its harder to resist a bigger one. People drift into a new kind of behaviour
- Drawing attention
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