THE POWER OF MINORITIES (CH. 1 and 2)
Gabriel Mugny (1981)
Summary:
CHAPTER ONE: HOW IS MINORITY INFLUENCE POSSIBLE?
We are interested in approaching this question with a double meaning. First, we will explore the evolution of work on social
influence. For decades, many have not considered the possibility that minorities might be influential. We ask ourselves why this
has been the case, under what theoretical assumptions and, above all, through what postulates minority influence has been
theoretically possible.
Once we have set out the theoretical prerequisites of a theory of minority influence, we can focus directly on this question: how
and through what mechanisms do minorities, instead of succumbing to their own marginalization, remain active in a society and
transform others, succeeding in incorporating their projects into the history of that society?
1. THE "FUNCTIONALIST" MODEL
In "La Psychologie des minorités actives" (The Psychology of Active Minorities), Moscovici (1979) clarifies the theoretical model
underlying theories of social influence that dominates social psychology. This model considers social systems as static and optimal,
integrating researchers into these systems in a non-critical way. Thus, normality and functionality are valued, while marginalization
is undervalued as dysfunctional.
In this framework, the processes of social influence serve for social control, ensuring stable exchanges in accordance with the rules.
For this reason, they focus on the standardization and reduction of marginalization, hiding power relations. Influence is based on
social status ancestry, where superior individuals or groups influence inferior ones.
This model does not contemplate the theory of minority influence since it reduces influence on the exercise of power and seeks
social control in a stable system. However, some studies, such as Hollander's theory of "idiosyncratic credit", allow for apparent
social change without fundamentally breaking the system.
We are interested in studying the diffusion of minority innovations that break with the social system. A change of perspective is
necessary to integrate the processes of minority influence into a general model of social influence, as proposed by Moscovici's
"genetic" or interactionist model.
2. THE "GENETIC" MODEL
In the genetic model, social systems are not absolute, but result from confrontation and negotiation between different social
agents. Exchanges, even with asymmetrical statuses, imply reciprocity, assuring each agent a potential for action on the system.
The apparent stability of a system is only one moment in a continuous process of social change, creation, and reduction of
divergences. The norms that categorize responses as normal or marginalized are not autonomous entities, but the result of
conjunctural negotiations between individuals and groups. Marginalization loses its negative character and becomes adaptive
when it is active.
Relations of influence are no longer reduced to social control, but include innovation processes, since the survival of the social
system depends on its transformations. The minority diffusion of innovation is not only possible in this framework, but it becomes
theoretically necessary; Those who adopt this approach focus on such processes.
The minority diffusion of an innovation, even in a context with asymmetries of social status, is not reduced to the exercise of power.
The variables invoked have to do with negotiations between social agents. Processes of influence are no longer the necessary
result of a composition of power, but of interactions and negotiations between "partners". Even without power, a social entity can
exert theoretical influence.
3. MOSCOVICI'S THEORY OF CONSISTENCY
If the influence of a minority source cannot be based on a power relationship, since this is unfavorable to it, what can it be based
on? Moscovici proposes a complete change of perspective: the source of minority influence lies in the meanings that emerge from
the behavior of minority shareholders during meetings and negotiations with potential recipients. The key point is not the nature
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, of the alternative contents, but the organization and structure of such content. The notion of "behavioural styles" plays a decisive
role.
For Moscovici, the style of behavior is fundamental. Behaviors, like words in a language, only acquire meaning through the
intention of the sender and the interpretation of the receiver. The person or minority group must:
1. Use signals systematically and consistently to avoid misunderstandings.
2. Maintain consistency between behaviors and meanings during the interaction.
3. Show an affirmative and confident tone, and express firmness in their behavior.
A minority can become influential by the consistency of their behavioral style. This consistency is distinguished from inconsistency
by several parameters:
Synchronous: Consistency shows an intra-minority consensus, that is, an unanimity in the expression of positions by all minority
members. This informs the recipients about the definition of a stimulus and about the minority's commitment to their position.
Commitment and sacrifices: The minority demonstrates its commitment through personal sacrifices, facing reprisals or ridicule,
which values the proposed alternative.
Autonomy: The minority shows its ability to walk outside of conformism, serving as an example of autonomy for the recipients.
Consistency characterizes defined behaviors firmly and consistently across different situations and moments. Given the importance
of this function, early experimental illustrations have operationalized minority consistency to reflect its influence.
4. OPERATIONALIZATION OF CONSISTENCY
In a first experiment (Faucheux & Moscovici, 1967), subjects had to choose between geometric figure dimensions (such as size and
color). An accomplice of the experimenter, placed in groups of four or five experimental subjects, always answered "color" in all
items. The results showed an increase in "color" choices by the experimental subjects.
In another experiment by Moscovici, Lage and Naffrechoux (1969), a classical paradigm was used. Subjects were required to name
the color of a blue slide. Under certain conditions, two accomplices of the experimenter answered "green" consistently, while in
others they only answered on two-thirds of the items (inconsistent condition). The results showed that minority influence is greater
when accomplices are consistent.
These experiments illustrate the importance of consistency in minority influence. Consistency, both synchronous (intra-minority
unanimity) and diachronic (coherence and firmness over time), is crucial for a minority to be able to influence. The constant and
systematic repetition of a response can have a considerable influence, especially in contexts where responses are less consciously
controlled.
In summary, consistency in the behavior and positions of a minority can lead to effective influence, highlighting the importance of
coherence and commitment in the process of social influence.
5. CONSISTENCY AND SOCIAL CONFLICT
By definition, a minority position expresses the difference between the behaviors and judgments of the minority and the dominant
norms. However, not all differences seek to influence; In many cases, the difference only indicates withdrawal or marginalization.
The active minority is distinguished by its consistency in expressing its difference, becoming a coherent counter-model to the
dominant one.
Consistency gives the minority an essential power: to generate an unsolvable social conflict, since it refuses to negotiate
compromises with the dominant model. This causes social instability and highlights the fallibility of the dominant model, creating
uncertainty that can be resolved by adapting to the proposed counter-norms.
Thus, a double instability is generated: the minority breaks the rules of the social game and becomes an example of dissidence,
affecting both the majority and the minority. Consistency is crucial in historical contexts where social tensions emerge, organizing
content that stands out in the social field and focusing attention on the minority.
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Gabriel Mugny (1981)
Summary:
CHAPTER ONE: HOW IS MINORITY INFLUENCE POSSIBLE?
We are interested in approaching this question with a double meaning. First, we will explore the evolution of work on social
influence. For decades, many have not considered the possibility that minorities might be influential. We ask ourselves why this
has been the case, under what theoretical assumptions and, above all, through what postulates minority influence has been
theoretically possible.
Once we have set out the theoretical prerequisites of a theory of minority influence, we can focus directly on this question: how
and through what mechanisms do minorities, instead of succumbing to their own marginalization, remain active in a society and
transform others, succeeding in incorporating their projects into the history of that society?
1. THE "FUNCTIONALIST" MODEL
In "La Psychologie des minorités actives" (The Psychology of Active Minorities), Moscovici (1979) clarifies the theoretical model
underlying theories of social influence that dominates social psychology. This model considers social systems as static and optimal,
integrating researchers into these systems in a non-critical way. Thus, normality and functionality are valued, while marginalization
is undervalued as dysfunctional.
In this framework, the processes of social influence serve for social control, ensuring stable exchanges in accordance with the rules.
For this reason, they focus on the standardization and reduction of marginalization, hiding power relations. Influence is based on
social status ancestry, where superior individuals or groups influence inferior ones.
This model does not contemplate the theory of minority influence since it reduces influence on the exercise of power and seeks
social control in a stable system. However, some studies, such as Hollander's theory of "idiosyncratic credit", allow for apparent
social change without fundamentally breaking the system.
We are interested in studying the diffusion of minority innovations that break with the social system. A change of perspective is
necessary to integrate the processes of minority influence into a general model of social influence, as proposed by Moscovici's
"genetic" or interactionist model.
2. THE "GENETIC" MODEL
In the genetic model, social systems are not absolute, but result from confrontation and negotiation between different social
agents. Exchanges, even with asymmetrical statuses, imply reciprocity, assuring each agent a potential for action on the system.
The apparent stability of a system is only one moment in a continuous process of social change, creation, and reduction of
divergences. The norms that categorize responses as normal or marginalized are not autonomous entities, but the result of
conjunctural negotiations between individuals and groups. Marginalization loses its negative character and becomes adaptive
when it is active.
Relations of influence are no longer reduced to social control, but include innovation processes, since the survival of the social
system depends on its transformations. The minority diffusion of innovation is not only possible in this framework, but it becomes
theoretically necessary; Those who adopt this approach focus on such processes.
The minority diffusion of an innovation, even in a context with asymmetries of social status, is not reduced to the exercise of power.
The variables invoked have to do with negotiations between social agents. Processes of influence are no longer the necessary
result of a composition of power, but of interactions and negotiations between "partners". Even without power, a social entity can
exert theoretical influence.
3. MOSCOVICI'S THEORY OF CONSISTENCY
If the influence of a minority source cannot be based on a power relationship, since this is unfavorable to it, what can it be based
on? Moscovici proposes a complete change of perspective: the source of minority influence lies in the meanings that emerge from
the behavior of minority shareholders during meetings and negotiations with potential recipients. The key point is not the nature
1
Made by MatyBuda
, of the alternative contents, but the organization and structure of such content. The notion of "behavioural styles" plays a decisive
role.
For Moscovici, the style of behavior is fundamental. Behaviors, like words in a language, only acquire meaning through the
intention of the sender and the interpretation of the receiver. The person or minority group must:
1. Use signals systematically and consistently to avoid misunderstandings.
2. Maintain consistency between behaviors and meanings during the interaction.
3. Show an affirmative and confident tone, and express firmness in their behavior.
A minority can become influential by the consistency of their behavioral style. This consistency is distinguished from inconsistency
by several parameters:
Synchronous: Consistency shows an intra-minority consensus, that is, an unanimity in the expression of positions by all minority
members. This informs the recipients about the definition of a stimulus and about the minority's commitment to their position.
Commitment and sacrifices: The minority demonstrates its commitment through personal sacrifices, facing reprisals or ridicule,
which values the proposed alternative.
Autonomy: The minority shows its ability to walk outside of conformism, serving as an example of autonomy for the recipients.
Consistency characterizes defined behaviors firmly and consistently across different situations and moments. Given the importance
of this function, early experimental illustrations have operationalized minority consistency to reflect its influence.
4. OPERATIONALIZATION OF CONSISTENCY
In a first experiment (Faucheux & Moscovici, 1967), subjects had to choose between geometric figure dimensions (such as size and
color). An accomplice of the experimenter, placed in groups of four or five experimental subjects, always answered "color" in all
items. The results showed an increase in "color" choices by the experimental subjects.
In another experiment by Moscovici, Lage and Naffrechoux (1969), a classical paradigm was used. Subjects were required to name
the color of a blue slide. Under certain conditions, two accomplices of the experimenter answered "green" consistently, while in
others they only answered on two-thirds of the items (inconsistent condition). The results showed that minority influence is greater
when accomplices are consistent.
These experiments illustrate the importance of consistency in minority influence. Consistency, both synchronous (intra-minority
unanimity) and diachronic (coherence and firmness over time), is crucial for a minority to be able to influence. The constant and
systematic repetition of a response can have a considerable influence, especially in contexts where responses are less consciously
controlled.
In summary, consistency in the behavior and positions of a minority can lead to effective influence, highlighting the importance of
coherence and commitment in the process of social influence.
5. CONSISTENCY AND SOCIAL CONFLICT
By definition, a minority position expresses the difference between the behaviors and judgments of the minority and the dominant
norms. However, not all differences seek to influence; In many cases, the difference only indicates withdrawal or marginalization.
The active minority is distinguished by its consistency in expressing its difference, becoming a coherent counter-model to the
dominant one.
Consistency gives the minority an essential power: to generate an unsolvable social conflict, since it refuses to negotiate
compromises with the dominant model. This causes social instability and highlights the fallibility of the dominant model, creating
uncertainty that can be resolved by adapting to the proposed counter-norms.
Thus, a double instability is generated: the minority breaks the rules of the social game and becomes an example of dissidence,
affecting both the majority and the minority. Consistency is crucial in historical contexts where social tensions emerge, organizing
content that stands out in the social field and focusing attention on the minority.
2
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