Social influence processes in social change

If exposed to persuasive argument under certain conditions, may change views to match minority. Moscovici (1980) referred to process as 'conversion'. Stages of conversion:
 - drawing attention to an issue
 - cognitive conflict
 - consistency of position
 - augmentation principle
 - snowball effect

If views diff to those held by majority, creates conflict they're motivated to reduce. Suffragettes used educational, political + militant tactics to draw attention to fact women denied same voting rights as men.

Minority creates conflict b/ween what majority believe + position advocated by minority. Doesn't necessarily result in move towards minority position, does mean majority think more deeply about issues being challenged. 

Suffragettes created conflict for majority b/ween existing status quo (only men allowed to vote) + position advocated by suffragettes (votes for women). Some dealt w/ this by moving towards minority position, some dismissed it.

Research on minority influence established minorities more influential in bringing social change when express arguments consistently (over time + w/ each other).

Suffragettes consistent in views, regardless of attitudes for those around them. Protests + political lobbying continued for years, fact women played conspicuous role in WW1 - eventually convinced society some women ready for vote.

If minority appears willing to suffer for views, seen as more committed - taken more seriously.

B/c suffragettes willing to risk imprisonment/death from hunger strike, influence more powerful - augmented.

Minority influence relatively small effect - spreads more widely as more consider issues being promoted until reaches 'tipping point' -> wide-scale social change.

Universal suffrage (all adult citizens having the vote) finally accepted by majority of people in UK.

Research consistently demonstrated behavioural choices often related to group norms. Social norms approach (Perkins + Berkowitz, 1986) holds if people perceive smth to be norm, alter behaviour to fit norm. Eg uni students think heavy drinking is norm, will drink more - conform. 

Behaviour therefore based more on what people think others believe (perceived norm) than real beliefs (actual norm). Gap b/ween perceived + actual norm referred to as 'misperception', correcting misperception basis for approach to social change - socials norms interventions.

Typically start by indentifying widespread misperception relating to specified risky behaviour w/in target population. Eg, young adults misperceive frequency + quantity of alcohol consumed by peers -> develop norms that justify own heavy drinking behaviour.

Perception correction strategies used in media campaigns + promotional material. Aim - communicate to population actual norm concerning particular behaviour. By advertising actual norms, hope recipients will moderate own bheaviour to bring more in line w/ behaviour of peers.

Social norms intervention designed to reduce drinking + driving among young adults (21-34) in Montana, USA. Age group over-reprented in alcohol-related crashes statewide. Initial survey - only 20.4% Montana young adults reported driving 1 hour after 2+ drinks in previous month, 92% believed majority peers had.

By correcting misperception w/ 'MOST Montana young adults (4/5) don't drink + drive', found driving after drinking reduced by 13.7%. Correction of norm -> positive changes in personal attitudes among target population + reduction in reported freq of risky behaviours.

Communist Manifesto faced problem of minorities avoiding being portrayed as deviants. To avoid this, communists made clear in Communist Manifesto (Marx + Engels, 1848), had no interests separate from majority. Communist minority emphasised they were part of w/c, stuggle was actually w/ owners of means of production. Saying 'we aren't the deviants, we're just like you'. 

Potential for minorities to influence social change often limited as seeas as deviant. Majority may avoid aligning themselves w/ them as don't want to be seen as deviants. Message of minority would have little impact as focus would be source of message rather than message itself. Face double challenge - avoiding being portrayed as deviants + making people embrace their position.

Limitation of social norms approach - DeJong et al (2009) tested effectiveness of social norms marketing campaigns to drive down alcohol use in 14 diff college sites. Surveys by post at beginning of study + 3 years after end. Depite receiving normative info that corrected misperceptions, students in social norms confition didn't show lower perceptions of student drinking levels, didn't report lower alcohol consumption as result. 

Social change through minority gradual. Strong tendency to conform to majority, influence of minority frequently more latent than direct.