Social influence and Social Change
A01 – KNOWLEDGE A03- EVALUATION
Discuss the role of social influence processes in social change
- Minority influence plays a significant role - Nolan et al investigated whether social
in social change as it can be cited as being influence processes led to a reduction
responsible for significant social changes in energy consumption in a community.
for example African-American civil rights They hung messages on the front doors
movement of houses in San Diego, California every
Drawing Attention week for one month. The key message
- Minorities can bring about social change was that most residents were trying to
by drawing the majority of the attention reduce their energy usage. As a control,
to the issue. If their views are different to some residents had a different message
those held by the majority this creates a that just asked them to save energy but
conflict. E.g., there were black made no reference to other people’s
neighbourhoods and schools and behaviour. Nolan et al found significant
restaurants which were exclusive to decreases in energy usage in the first
whites and the civil rights marches drew group. This is a strength as it shows
attention to the situation. that conformity can lead to social
Consistency change through the operation of NSI.
- Minorities tend to be more influential in - Social changes happens slowly when
bringing about social change when they they happen at all, e.g., it has taken
express their arguments consistently. decades for attitudes against drink-
There were many marches and many driving and smoking to shift. Nemeth
people taking part, the civil rights activist argues that the effects of minority
displayed consistency of message and influence are likely to be mostly indirect
intent. Conflict is also more effective and delayed. They are indirect because
when minorities make sacrifices for the majority is influenced on matters
example ‘freedom riders’ were beaten up only related to the issue at hand, and
in buses and involved in mob violence. not the central issue itself. They are
The augmentation principle delayed because the effects may not be
- This consistent conflict causes some of seen for some time. This could be
the majority to change their viewpoint considered a limitation of using
through internalisation. This attention minority influence to explain social
meant that many people who had simply change because it shows that its effects
accepted the status quo began to think are fragile and its role in social
about the injustice of it. If a minority influence are very limited.
appears willing to suffer for their views,
they are seen as more committed and so
taken more seriously by others.
The Snowball Effect - Moscovici’s conversion explanation of
- The message is then passed on too many minority influence argues that minority
A01 – KNOWLEDGE A03- EVALUATION
Discuss the role of social influence processes in social change
- Minority influence plays a significant role - Nolan et al investigated whether social
in social change as it can be cited as being influence processes led to a reduction
responsible for significant social changes in energy consumption in a community.
for example African-American civil rights They hung messages on the front doors
movement of houses in San Diego, California every
Drawing Attention week for one month. The key message
- Minorities can bring about social change was that most residents were trying to
by drawing the majority of the attention reduce their energy usage. As a control,
to the issue. If their views are different to some residents had a different message
those held by the majority this creates a that just asked them to save energy but
conflict. E.g., there were black made no reference to other people’s
neighbourhoods and schools and behaviour. Nolan et al found significant
restaurants which were exclusive to decreases in energy usage in the first
whites and the civil rights marches drew group. This is a strength as it shows
attention to the situation. that conformity can lead to social
Consistency change through the operation of NSI.
- Minorities tend to be more influential in - Social changes happens slowly when
bringing about social change when they they happen at all, e.g., it has taken
express their arguments consistently. decades for attitudes against drink-
There were many marches and many driving and smoking to shift. Nemeth
people taking part, the civil rights activist argues that the effects of minority
displayed consistency of message and influence are likely to be mostly indirect
intent. Conflict is also more effective and delayed. They are indirect because
when minorities make sacrifices for the majority is influenced on matters
example ‘freedom riders’ were beaten up only related to the issue at hand, and
in buses and involved in mob violence. not the central issue itself. They are
The augmentation principle delayed because the effects may not be
- This consistent conflict causes some of seen for some time. This could be
the majority to change their viewpoint considered a limitation of using
through internalisation. This attention minority influence to explain social
meant that many people who had simply change because it shows that its effects
accepted the status quo began to think are fragile and its role in social
about the injustice of it. If a minority influence are very limited.
appears willing to suffer for their views,
they are seen as more committed and so
taken more seriously by others.
The Snowball Effect - Moscovici’s conversion explanation of
- The message is then passed on too many minority influence argues that minority
