Social change

Question 1

Define social change.

Answer 1

When whole societies (rather than individuals) adopt new attitudes, beliefs and ways of doing things.

Question 2

What are the steps in social change? (6)

Answer 2

1. Drawing attention
2. Consistency
3. Deeper processing
4. The augmentation principle
5. The snowball effect
6. Social cryptomnesia

Question 3

What has Asch’s research shown?

Answer 3

• A dissenter reduces conformity and can ultimately bring about social change.

Question 4

How can social change occur through majority influence?

Answer 4

Exploit conformity processes by appealing to normative social influence. (Provide information about what everyone else is doing).

Question 5

Evaluation points.

Answer 5

+ Nolan: NSI support - energy usage messages

• Foxcroft: NSI doesn’t = long term social change. Social norms intervention review: only small change in drinking quantity and no change in frequency.

+ Nemeth: minority influence can explain social change - minority argument encourages divergent thinking (broader).

• Mackie: deeper processing is part of majority not minority influence. When we find others believe something different we are forced to think more.