Lesson 12 Social Influence Processes in Social Change Flashcards
What is social change
Social change refers to the change that occurs in a society and not at an individual level. For example, equal rights for homosexual couples, increases in recycling rates, the smoking ban for public places, and women gaining the vote. Social change occurs when the minority view challenges the majority view and is eventually accepted by the majority
How do minority groups bring about social change
- Committed - Commitment is shown when members of the minority demonstrate their dedication to their belief, perhaps by making sacrifices (augmentation principle) or being inconvenienced in some way. This shows that the minority is not acting out of self-interest.
- Consistent – Consistency occurs when a minority repeatedly gives the same message. This makes a majority reassess their belief and consider the issue more carefully.
- Flexible - Flexibility/being non-dogmatic is when a minority show they are willing to listen to other viewpoints. The majority will then listen to the minority point of view/take their argument more seriously.
Process of social change
Minority influence initially has a small effect but this then spreads, as more and more people consider the issue being raised, until it reaches a tipping point, where the minority becomes the majority. This is known as the snowball effect.
Minority influence is a slow process and may even be unconscious. Sometimes the individual is not even aware of where the new idea originated from, this is called social crypto-amnesia.
Once the majority has accepted the minority viewpoint people may conform to this viewpoint due to normative social influence (compliance) and/or informational social influence (internalisation).
What is the snowball effect
When the minority becomes the majority
What is social crypto-amnesia
When the individual is unaware of where the new idea originated from
How do governments/lawmakers bring about social change
Governments/lawmakers can bring about social change through power and through the process of obedience. For example, changing the law to allow gay marriage could mean that people may be more accepting of homosexual rights because changes in the law make a behaviour a social norm which others then adopt.
How do dictators bring about social change
Dictators can also bring about social change through obedience. This leads to groups of people changing their behaviour because of the fear of punishment/consequences of not obeying
