Social influence and social change


The role of social influence processes in social change

The role and process of minority influence on social change

  • Drawing attention- to the minority view through marches/protests
  • Consistency- display a consistent message through each protest
  • Deeper processing- people start to think about the message
  • Augmentation principle- members of the minority put themselves at risk to show commitment
  • Snowball effect- gradually members of the majority start to accept the minority view
  • Social cryptoamnesia- people have a memory that change has occurred but don't remember how it happened

Lessons from conformity research

  • Asch highlighted the importance of dissent in one of his variations, in which one confederate gave correct answers throughout the procedure
  • This broke the power of the majority encouraging others to dissent
  • Such dissent has the potential to lead to social change


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