1.7 Social Change

Question 1

Social change

Answer 1

When a whole society adopts a new belief or way of behaving which then becomes widely accepted as the norm

Question 2

What is the role of minority influence in social change

Answer 2

1. Drawing attention to an issue through social proof - get majority questioning beliefs
2. Maintain consistent message
3. Create cognitive conflict - majority deeply process + internalise issue (ISI)
4. The augmentation principle
5. SNow ball effect
6. Social cryptoamnesia

Question 3

The augmentation principle

Answer 3

Personal risks add greater significant to minority viewpoint

Question 4

Snowball effect

Answer 4

Minority view gains momentum (role of NSI). Minority becomes majority

Question 5

Social cryptoamnesia

Answer 5

People have a memory that change has occurred but don’t remember how it happened

Question 6

Conformity and social change done how

Answer 6

Campaigns use NSI in messages

Provide info about what other people are doing

Question 7

Obedience and social change

Answer 7

Governments / dictators can bring about social change through power + obedience

Change because of fear/consequences of not obeying

Question 8

Example of social change

Answer 8

African American civil rights movement

1. Civil rights March, 1950s drew attention
2. Marches took place over US, displaying a consistent message + intent over several years
3. Cognitive conflict - poeple no longer accept status quo + engaged in deeper procesing
4. Freedom rides - protested against segregation on bus - beaten + victims of mob violence ~ augmentation principle
5. Snow ball effect - 1964, civil right act passed - minority to majority
6. Social cryptoamnesia - US different place - forgotten about events that led to change

Question 9

Strengths of social change

Answer 9

• minority influence can explain social change - African-American civil rights movement
• Nolan et al 2008

Question 10

Nolan et al 2008

Answer 10

NSI research support - field research

Aimed to see if they could change peoples energy use habits in California
Hung messages on front doors every week for a month

Question 11

Limitation

Answer 11

• barriers to social change
• disagreement over exactl how minorities exert influence - history
  — how nazis achieve power over majority

Question 12

Barriers to social cane

Answer 12

• people Resist social change even if agree it right

- dont want to be associated with negative terms like tree hugger and man-hater