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Social Change ­ Minority Influence
Behavioural Styles of Influential Minorities (Moscovici):

(Need these to exert social influence on majorities)

Consistency ­ Consistent in their opposition to the majority
Not Dogmatic ­ Cant reiterate same arguments ­ Demonstrate flexibility

Behavioural Styles ­ Be more influential (Hogg and Vaughan):

Acting from principle…

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Social Crypto Amnesia = Minority Ideas assimilated into majority
viewpoint ­ Without those in majority remembering where ideas came
from (Content and source become dissociated)

Social Change Examples:


Imprisonable offence in UK until 1967
Public attitudes ­ changed over time
Most people regard being gay as normal variation of…


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