Social influence processes in social change

Drawing attention to the issue- views that are different to the majority will create a conflict. e.g. suffragettes used political and military tactics

Cognitive conflict- Doesn't neccesaserraly result in chyange but the majority will think about the view. e.g. suffreagettes, move towards the position or dismissed womens rights

Consistency of position- Social change more likely when views are consistent. e.g. suffragettes were consistent no matter what

The augmentation principle- When the minority appears to suffer the majority will be more likely to change their view. e.g. suffregettes did hunger strikes

The snowball effect- Tipping point (wide scale social change). e.g. Women got the vote

-Social norms intervention starts by identifying a widespread misconception relating to a risky behaviour in a target populaion

-Perception correction stratagies can be used in media or other promotional means

Example

-people believed that 92% of peers had drunk and driven (actual amount was 20.4%)

-After the message 'most montana adults don't drink and drive' (4 out of 5) drinking and driving reduced by 32% compared to the other countries that didn't run the campaign

-Strong tendency for humans to conform to the majority

-Minority influence is therefore more latent than direct

-In other words it creats the potential for social change rather than actual social change

-Strong tendency for humans to conform to the majority

-Minority influence is therefore more latent than direct

-In other words it creats the potential for social change rather than actual social change

-Members of the majority won't allign themselves with the minority because they don't want to be seen as devient them selves

-The minority influence would then have little impact as the majority would look at the source of the message rather than the message its self

-difficult to not be seen as devient yet still make people directly embrace their view

- Not all social norms interventions lead to social change

-Dejong et al, surveys to 14 different college sites. 3 years after there was no change despite being exposed to normative social influence

-Shults et al found that becuase social norms intervention is such a widespread approach it sends messages to those that e.g. use less energy than the norm

-This message can increases the amount e.g. increase in energy use. Normative message can spur more destructive behaviour

-Social norms campaign increased energy useage

-Birth of communism

-They emphasized the similarities making the difference seem less whilst still portraying a change

-Communist minority 'we're part of the Proletariat, It's the owners of means of production we want out'

-We're just like you, it's the bourgoeise that are against us