role of social influence in social change Flashcards
social change
The way in which society develops through big shifts in people’s attitudes, beliefs and behaviours. This is a continual process but at a gradual pace.
minority influence as a process for social change
A minority can bring about social change by drawing the majority’s attention to an issue. When a minority gains attention conversion can begin to occur and some members of the majority will begin to consider why the alternative viewpoint is held. In this way innovation occurs and new behaviours and ideas become adopted as mainstream processes.
conformity as a process for a social change
Research has shown that behavioural choices are consistently related to group norms, they are subject to normative social influence.
Researchers state that if people tend to believe that something is the norm then they will alter their behaviour to fit that norm. For example, if heavy drinking is the norm then people will heavy drink.
Behaviour is based on the ‘perceived norm’ (what they think others will believe) instead of on the actual norm (their real beliefs)
Application - sometimes the actual norms are advertised with the desire that recipients will moderate their own behaviour.
obedience as a process for social change
Obedience can create social change through the process of gradual commitment. Once a small instruction is obeyed, it becomes much more difficult to resist a bigger one. People essentially ‘drift’ into a new kind of behaviour.
