Social change - minority influence
Social change occurs when a society as a whole adopts a new belief or way of behaving which then becomes widely accepted as the norm.
Majority influence leads to compliance and Minority influence leads to internalisation.
Minority influence occurs by having 3 behavioural styles:
Consistency -Indiviguals in a minority must maintain the same belief or atitude over time. By being consistent, the minority is harder for the majority to ignore.
Confidence- Confidence sends a message to the majority that the position is a serious one,which is not going to go away.This means the minority view will demand attention and respect from the majority.
Persuasiveness - A minority group needs to be persuasive to attract others over to its position.
The snowball effect - the minority becomes the majoirty
Examples of Minority influence:
The suffragette movement of the 1920's campaigned against all odds to bring women to vote in the majority of britain, gaining the same rights as men.
Terrorism might be considered a from of social change through the process of minority influence.
Figures who have influenced social change:
-Martin Luther King