4.1.1 ROLE OF SOCIAL INFLUENCE PROCESSES IN SOCIAL CHANGE

Question 1

what is social change?

Answer 1

• the shift or change in society’s beliefs, behaviours and attitudes
• is a continuous but gradual change
• is usually minority influences that are the driving force behind societal changes
• minority viewpoints slowly win over the majority, making society itself change

Question 2

what are the 6 steps in how minority influence creates social change?

Answer 2

1) drawing attention
2) consistency
3) deeper processing
4) augmentation principle
5) snowball effect
6) social cryptomnesia

Question 3

what is drawing attention?

Answer 3

• minority makes the majority aware and take notice
• draws attention to situations using social proof

Question 4

what is consistency?

Answer 4

• consistent beliefs / messages / intent and values shown over time + between the whole group

Question 5

what is deeper processing?

Answer 5

• more ppl began to think more on the issue
• majority are forced to consider arguments of minority

Question 6

what is the augmentation principle?

Answer 6

• refers to the will to act because of the consequences or the will to not act because of them
• making sacrifices for your cause
  eg) your life / smaller sacrifices

Question 7

what is the snowball effect?

Answer 7

• ppl begin to convert the minority
• becomes the majority
• becomes a new social norm
  eg) the law

Question 8

what is social cryptomnesia?

Answer 8

• remember that change has occurred but can’t remember how it happened

eg) smoking laws, movement towards them
(zones, pictures on boxes etc)

Question 9

what is the ‘foot in the door’ effect?

Answer 9

if you do someone a small favour early, you’re more likely to do them a bigger favour later on
= gradual commitment