social influence and social change

  • Created by: IvyVega
  • Created on: 24-02-18 17:29
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  • social influence and social change
    • lessons from minority influence research
      • civil rights marches drew attention to segregation
        • segregation in1950s America
          • places such as schools and restaurants in the southern states were exclusive to whites
            • civil rights marches drew attention to the situation by providing social proof of the problem
      • a minority marched but they were consistent
        • people took part in the marches on a large scale.
          • even though it was a minority of the American population they displayed consistency of message and intent.
      • deeper processing
        • this attention meant that many people who had accepted the status quo began thinking about the unjustness of it.
      • augmentation principle
        • freedom riders were mixed racial groups who got on buses in the south to challenge separate seating for black people
        • many were beaten and suffered mob violence
      • snowball effect
        • civil rights activists gradually got the attention of the US government.
          • in 1964 the civil rights act was passed, prohibiting discrimination
            • a change from minority to majority support for civil rights
      • social cryptomnesia occurred
        • this refers to people having a memory that a change happened but not remembering how.
          • social change came about but some people have no memory of the events leading to that change.
    • lessons from conformity research
      • dissenters make social change more likely
        • Asch's research
          • variation where one confederate always gave correct answers.
          • This broke the power of the majority encouraging others to dissent
          • this demonstrates potential for social change
      • majority influence and normative social influence
        • environmental and health campaigns exploit conformity by appealing to NSI.
        • they provide information about what others are doing
          • e.g. reducing litter by printing normative messages on bins
        • social change is encouraged by drawing attention to the majority's behaviour
    • lessons from obedience research
      • disobedient models make change more likely
        • milgram's research
          • disobedient models in the variation where a confederate refused to give shocks
        • the rate of obedience in genuine participants plummeted.
      • gradual commitment leads to drift
        • zimbardo
          • once a small instruction is obeyed, it becomes more difficult to resist a bigger one
        • people drift into a new kind of behaviour.


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