Social influence and social change
- Created by: AbbyRo
- Created on: 09-02-18 09:18
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- Social Influence and Social Change
- Social change: whole societies rather than just individuals adopt new attitudes, beliefs and ways of doing things.
- E.G. accepting the earth orbits the sun, women's suffrage, environmental issues.
- Social influence: the process by which individuals and groups change each others behaviours.
- 6 steps of how social change is caused by minority influence: 1) drawing attention 2) consistency 3) deeper processing 4)augmentation principle 5) snowball effect 6) social cryptomnesia
- Social cryptomnesia: people remember change has occurred but don't remember how it happened.
- Bashir: why people resist social change, even when thy know its necessary. Don't want to be associated with stereotypical minorities, e.g. feminists, environmentalists.
- Obedience: Milgram demonstrated importance of disobedience role models, and how that affects peoples actions (shock research). Zimbardo suggested how obedience can be used to generate social change, through gradual commitment.
- Gradual commitment: once a small instruction is obeyed it becomes hared to resist a bigger one. People 'drift' into a new kind of behaviour.
- Nolan et al (2008): hung messages on fromnt doors for a month that said most residents were trying to reduce energy consumption (control - asked to reduce energy consumption). Overall significant decrease which shows conformity leads to social change through normative social influence.
- Moscovici: argues that minority and majority influence involve different cognitive processes. majority is conformity whereas minority causes people to think more
- Diane Mackie: provides evidence that majority influence may cause deeper processing if you do not share the views.
- Nemeth: effects of minority influence are probably indirect and delayed. Majority at influenced on matters related to the issue, not the central issue. Shows the effect o minority influence are limited and fragile.
- Social change: whole societies rather than just individuals adopt new attitudes, beliefs and ways of doing things.
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