THE ROLE OF SOCIAL INFLUENCE PROCESSES IN EXPLAINING SOCIAL CHANGE Flashcards
Additional Research Evidence
Research shows that it is not just minority influence which can bring about social change, conformity can also lead to social change through the process of normative social influence. US research has shown the relationship between people’s normative beliefs and the likelihood of them taking up smoking. Linkenback and Perkins (2003) found that adolescents exposed to the simple message that the majority of
their peers did not smoke were subsequently less likely to take up smoking. Normative social influence has also been used successfully to manipulate people to behave more responsibly when it comes to energy conservation. For example, Schultz et al (2008) found that hotel guests exposed to the normative message that 75% of guests reused their towels
each day reduced their own towel use by 25%. Therefore, it is important to understand that it is not only minority influence which brings about social change, but majority influence can also be useful too
Methodological Weaknesses of underpinning Social Influence Research
– explanations of how social influence leads to social change is largely underpinned by the research studies of Moscovici, Asch and Milgram, who conducted famous laboratory experiments into minority influence, conformity and obedience. These were all early examples of highly controlled pieces
of scientific research with human participants. However, the methodology used in these pieces of research, were artificial and did not reflect real life behaviour (they lack mundane realism) therefore, its usefulness in explaining social change is under scrutiny. When using social influence processes to explain social change, it is important to carefully consider any methodological issues with the underpinning research.
Validity
One limitation of using social influence processes to explain historical social changes is temporal validity. The social changes that are cited and discussed in relation to social influence are historical, with some occurring many years ago. The historical context of the
event should be considered when examining the social change or the explanation could lack temporal validity. Furthermore, our knowledge of the events involved in the social change is derived from recollections and secondary documents such as diaries and newspapers. The retrospective data from historical evidence cannot always be verified as valid or accurate. For example, Rosa Parks is credited as the first African American woman to stand up to racial segregation in the US. However, nine months before Parks was jailed, 15-year-old Claudette
Colvin was the first Montgomery bus passenger to be arrested for refusing to give up her seat for a white passenger. Therefore, when using social influence processes to explain social change it is essential to consider the validity of the historical sources in question
