Social Influence- Minority Influence

Question 1

Minority influence

Answer 1

When a single person or small group changes the views of a larger group, effectively persuading others to adopt their beliefs, attitudes or behaviours. It is most likely to lead to internalisation- both public and private beliefs are changed

In order for the minority to persuade the majority they would need to show consistency, commitment and flexibility.

Question 2

Consistency

Answer 2

Firstly, the minority would need to show consistency by sharing the same beliefs and over time there is an increase of interest from other people.
This could be an agreement between people in the minority group (synchronic consistency- they are all saying the same thing), and/or consistent over time (diachronic consistency- they have been saying the same thing for some time). Such consistency makes other people start to rethink their own views. The minority group are likely to have a strong internal locus of control and can show that they have skills that are needed to to challenge the beliefs and attitudes of the majority.

Question 3

Commitment

Answer 3

Secondly, the minority need to show commitment by highlighting the personal sacrifices that they are making to the cause. This is also called the augmentation principle where by the majority pays attention to selfless and risky actions being taken by the minority group, it is more likely to integrate the group’s opinion into their own personal viewpoint due to the personal sacrifice made by the minority. It is important that these extreme activities are at some risk to the minority because this demonstrates commitment to the cause.

Question 4

Flexibility

Answer 4

Thirdly, the minority need to show flexibility by listening to the majority. The minority will need to be prepared to adapt their point of view and accept reasonable and valid counter arguments. This will make the minority appear less rigid and dogmatic.

Question 5

The process of change

Answer 5

All 3 factors make people think about the topic
Next, the minority have to be persuasive and have the ability to put across an argument that makes sense if a majority member is to convert to the minority viewpoint, then they must believe and internalise the argument so that it becomes their own.
The snowball effect will then become relevant where individuals are attracted to a viewpoint on the basis that they believe it is becoming more acceptable, more and more people begin paying attention and the minority viewpoint gather momentum and eventually becomes the majority.
Finally social cryptoamnesia happens where after being successfully persuaded by a minority, people tend to forget the origins of their new views. It occurs when a person held negative views of the minority whose views they adopted. Instead of identifying with the minority group, individuals will dissociate the minority views from the people who promoted them.