11. Social Change Flashcards
What is social change also referred to as
Conversion
What is conversion
If an individual is exposed to a persuasive argument under certain conditions, they may change their ideas to match those of the minority - this is known as conversion
Eg of positive social change
black rights (MLK)
women’s vote (Suffragettes)
gay rights
Eg of negative social change
Hitler
What is social influence
The process by which the individuals & groups change each others attitudes & behaviours.
Includes conformity, obedience & minority influence
What is social change
This occurs when whole societies, rather than just individuals, adopt new attitudes, beliefs & ways of doing things
Conditions necessary for social change through minority influence
- Drawing attention to an issue
- Consistency
- Deeper processing of the issue
- The augmentation principles
- The snowball effect
- Social cryptomnesia
Conditions necessary for social change through minority influence: Drawing attention to an issue
Drawing attention to an issue which opposes the majority position through social proof (eg. performing a public stunt to prove sth, man vs tank)
Conditions necessary for social change through minority influence: Consistency
When minorities express their arguments consistently (with each other & overtime) they are taken more srsly
- Proven by wood et al (1994) meta analysis of 97 studies
Conditions necessary for social change through minority influence: Deeper processing of the issue
Meaning the majority examine the minority position more deeply. As ppl do this, they may think abt the unjustness of it (the need for change)
Conditions necessary for social change through minority influence: The augmentation principle
If there are risks associated w putting forward the minority point of view, the views are taken more srsly
Conditions necessary for social change through minority influence: The snowball effect
Proposed by Van Avermaet, 1996
Minority view catches momentum & becomes a majority view
Goes from private acceptance to public expression
Conditions necessary for social change through minority influence: Social Cryptomnesia
Ppl have the memory that social change occurred but cannot remember how it happened
Public opinion changes gradually overtime, & is accepted as the norm
What is the Social Impact Theory - Social force
Latané (1981) stated that ‘social force is generated by persuasion, threat, humour & embarrassment’
Social influence occurs when the combined effects of three factors are significant enough:
- STRENGTH: powerful, knowledgeable & consistent
- IMMEDIACY: physical, social or psychological closeness of person provide influence
- NUMBERS: how many ppl are in the group
Is terrorism a form of social change
Kruglanski (2003) - the aim of terrorism is to bring abt social change when direct social force is not possible. It is usually carried out by minority groups
Kruglanski et al. (2007) - terrorists sa suicide bombers are fully committed to their cause
Conformity research “Most of us” campaign 2000-2003
- Only 20.4% had driven 1hr after consuming 2 or more drinks
- However, 92% of respondents believed the majority of their peers engaged in drink driving
- In the campaign they aimed to readdress this misconception by explaining that ‘4/5 dont drink drive’
- This resulted in positive changes - 13.7% reduction in drink driving
- 16.5% increase in support for lowering drink driving allowance
Sparkman & Walton’s Dynamic & Static norms (2017)
- 4 experimental studies on meat consumption
- In 1 experiment, participants from across the US read 2 statements abt eating less meat. 1 statement (static) described how some Americans are currently TRYING to eat less meat, while the other statement (dynamic) described how some Americans are CHANGING & now eat less meat
- The participants in the dynamic group reported more interest in eating less meat
What is fear mongering
A tactic where fear is used to sway ppl, even if this involves exaggerating
(eg. graphic ads for smoking)
McVey & Stapleton (2000)
- 2997 smokers & 2471 ex smokers were shown antismoking adverts or campaigns
- 9.8% of smokers had stopped & 4.3% of ex smokers had relapsed
Evaluation of social change
- Minority influences does not necessarily lead to social change - person (minority) may just be seen as a deviant by the majority
- The influence may be latent (create the potential in the future)
Evaluation: research support for normative influences
- Nolan et al. (2008) investigated whether social influence processes led to a reduction in energy consumption in a community
- Found a significant decrease in energy usage in the first group (where signs were hung on doors)
- Knowing that ppl were saving energy (NSI) lead to social change
Minority influence is only indirectly effective…
- Not all social norms interventions have led to social change. Change is slow, if at all
- Nemeth (1986) stated influence is INDIRECT & DELAYED. Indirect meaning majority are influenced on matters only related to the issue at hand, & not the central issue itself. Delayed meaning it takes time for change to happen
- Drinking/smoking campaigns, etc are not always successful in bringing abt change bc of diff factors out of their control (addicted)
Against the role of deeper processing
- Mackie (1987) disagreed w the role of deeper processing & presented evidence that it is majority influence that creates deeper processing, if we do not share their views
- We like to believe other ppl share our view & think in the same way as us
- If the majority think differently, we are forced to think abt their argument & reasoning
