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A01:Lessons from minority influence
1)CIVIL RIGHTS MARCHES DREW ATTENTION TO SEGREGATION-ATTENTION
1950s-Segregation, Schools restaurants
Civil rights drew attention providing social proof of the problem
2)CONSISTENCY
People took part in marches , the minority displayed consistency of message and intent
3)DEEPER PROCESSING
Attention meant that those who accepted status quo started to think about the injustness of it
4)AUGMENTATION PRINCIPLE
Freedom Riders got on bus in South to challenge, many beaten
5)SNOWBALL EFFECT
Civil rights activist got attention of US government
1964 Civil Rights Act passed
6)Social Cryptomnesia
Minority remembered change but not members
Civil Rights drew attention
Consistency
Deeper Processing
Augmentation Principle
Snowball Effect
Social Cryptomnsesia
A01:Lessons from conformity research
Dissenters make social change more likely shown in Asch dissenter variation. Broke power of majority
Majority and normative influence
Environmental campaigns exploit conformity by appealing to NSI. By providing info on what others are doing ("Bin it others do")
Asch
Environmental Campaigners
A01: Lessons from obedience research
Disobedient models make social change more likely as shown in Milgrams Research of disobedient models
Gradual commitment led to 'drift'
Zimbardo
Once a small instruction is obeyed, it becomes more difficult to resist a bigger
Gradual commitment
Research Support for NSI in social change
Nolan at al 2008
Hung messages in front on house doors which was about resident trying to reduce energy usage
There was a significant decrease to control group who had messages only about saving energy with no people mentioned
Minority Influence is INDIRECTLY EFFECTIVE in creating social change
Nemeth 1986
Suggested effects of MI are indirect and delayed ie took decades for attitudes agaisnt smoking to shift
MI to explain Social Change is limited as It shows that effects are fragile
Smoking
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