SOCIAL INFLUENCE: Social Change

Question 1

What is social change also referred to as

Answer 1

Conversion

Question 2

What is conversion

Answer 2

If an individual is exposed to a persuasive argument under certain conditions, they may change their ideas to match those of the minority - this is known as conversion

Question 3

Eg of positive social change

Answer 3

black rights (MLK)
women’s vote (Suffragettes)
gay rights

Question 4

Eg of negative social change

Answer 4

Hitler

Question 5

What is social influence

Answer 5

The process by which the individuals & groups change each others attitudes & behaviours.

Includes conformity, obedience & minority influence

Question 6

What is social change

Answer 6

This occurs when whole societies, rather than just individuals, adopt new attitudes, beliefs & ways of doing things

Question 7

Conditions necessary for social change through minority influence

Answer 7

• Drawing attention to an issue
• Consistency
• Deeper processing of the issue
• The augmentation principles
• The snowball effect
• Social cryptomnesia

Question 8

Conditions necessary for social change through minority influence: Drawing attention to an issue

Answer 8

Drawing attention to an issue which opposes the majority position through social proof (eg. performing a public stunt to prove sth, man vs tank)

Question 9

Conditions necessary for social change through minority influence: Consistency

Answer 9

When minorities express their arguments consistently (with each other & overtime) they are taken more srsly
- Proven by wood et al (1994) meta analysis of 97 studies

Question 10

Conditions necessary for social change through minority influence: Deeper processing of the issue

Answer 10

Meaning the majority examine the minority position more deeply. As ppl do this, they may think abt the unjustness of it (the need for change)

Question 11

Conditions necessary for social change through minority influence: The augmentation principle

Answer 11

If there are risks associated w putting forward the minority point of view, the views are taken more srsly

Question 12

Conditions necessary for social change through minority influence: The snowball effect

Answer 12

Proposed by Van Avermaet, 1996

Minority view catches momentum & becomes a majority view
Goes from private acceptance to public expression

Question 13

Conditions necessary for social change through minority influence: Social Cryptomnesia

Answer 13

Ppl have the memory that social change occurred but cannot remember how it happened
Public opinion changes gradually overtime, & is accepted as the norm

Question 14

What is the Social Impact Theory - Social force

Answer 14

Latané (1981) stated that ‘social force is generated by persuasion, threat, humour & embarrassment’
Social influence occurs when the combined effects of three factors are significant enough:
- STRENGTH: powerful, knowledgeable & consistent
- IMMEDIACY: physical, social or psychological closeness of person provide influence
- NUMBERS: how many ppl are in the group

Question 15

Is terrorism a form of social change

Answer 15

Kruglanski (2003) - the aim of terrorism is to bring abt social change when direct social force is not possible. It is usually carried out by minority groups

Kruglanski et al. (2007) - terrorists sa suicide bombers are fully committed to their cause

Question 16

Conformity research “Most of us” campaign 2000-2003

Answer 16

• Only 20.4% had driven 1hr after consuming 2 or more drinks
• However, 92% of respondents believed the majority of their peers engaged in drink driving
• In the campaign they aimed to readdress this misconception by explaining that ‘4/5 dont drink drive’
• This resulted in positive changes - 13.7% reduction in drink driving
• 16.5% increase in support for lowering drink driving allowance

Question 17

Sparkman & Walton’s Dynamic & Static norms (2017)

Answer 17

• 4 experimental studies on meat consumption
• In 1 experiment, participants from across the US read 2 statements abt eating less meat. 1 statement (static) described how some Americans are currently TRYING to eat less meat, while the other statement (dynamic) described how some Americans are CHANGING & now eat less meat
• The participants in the dynamic group reported more interest in eating less meat

Question 18

What is fear mongering

Answer 18

A tactic where fear is used to sway ppl, even if this involves exaggerating
(eg. graphic ads for smoking)

Question 19

McVey & Stapleton (2000)

Answer 19

• 2997 smokers & 2471 ex smokers were shown antismoking adverts or campaigns
• 9.8% of smokers had stopped & 4.3% of ex smokers had relapsed

Question 20

Evaluation of social change

Answer 20

• Minority influences does not necessarily lead to social change - person (minority) may just be seen as a deviant by the majority
• The influence may be latent (create the potential in the future)

Question 21

Evaluation: research support for normative influences

Answer 21

• Nolan et al. (2008) investigated whether social influence processes led to a reduction in energy consumption in a community
• Found a significant decrease in energy usage in the first group (where signs were hung on doors)
• Knowing that ppl were saving energy (NSI) lead to social change

Question 22

Minority influence is only indirectly effective…

Answer 22

• Not all social norms interventions have led to social change. Change is slow, if at all
• Nemeth (1986) stated influence is INDIRECT & DELAYED. Indirect meaning majority are influenced on matters only related to the issue at hand, & not the central issue itself. Delayed meaning it takes time for change to happen
• Drinking/smoking campaigns, etc are not always successful in bringing abt change bc of diff factors out of their control (addicted)

Question 23

Against the role of deeper processing

Answer 23

• Mackie (1987) disagreed w the role of deeper processing & presented evidence that it is majority influence that creates deeper processing, if we do not share their views
• We like to believe other ppl share our view & think in the same way as us
• If the majority think differently, we are forced to think abt their argument & reasoning