Processes of Social Change

Question 1

6 Steps to Social Change

Answer 1

1. Drawing attention to Issue - creates cognitive dissonance
2. Consistency of Position - unwavering message and intent
3. Deeper Processing - people think further
4. Augmentation Principle - minorities take risks to further cause
5. Snowball Effect - people switch to minority view
6. Social Cryptomnesia - events leading to change forgotten, only remember that change happened

Question 2

Special Role of Minority Influence

Answer 2

• When exposed to persuasive argument under certain conditions, some may change views to match minority
• Moscovici (1980): called this ‘conversion’ - necessary prerequisite for social change
• Form of internalisation which requires flexible, consistent, and committed minority

Question 3

Gradual Commitment

Answer 3

• Leads to ‘drift’
• Zimbardo (2007): Obedience can be used to create social change
• Once smaller committment has been made, it becomes more difficult to resist a bigger one
• People ‘drift’ into a new kind of behaviour