Social Influence and Change

Social Influence Processes in Social Change

• Social change is the alteration of views, attitudes, and behaviors within a society over time.
• Understanding social influence processes helps explain how societies change.
• The goal of the section is to apply social influence theories to explain real-life social change examples.

Examples of Real-Life Social Change

• Attitudes towards homosexuality have significantly changed over the past 30 years, with increasing acceptance of same-sex relationships.
• Homosexuality was previously classified as a mental illness in the DSM until 1973.
• Gay marriage has been legalized in many countries.

Goal of the Section

• Describe the role of social influence processes in social change.
• Apply social influence theories to explain past social changes.
• Key topics to consider: internal locus of control, minority influence and the "snowball effect."

Nelson Mandela's Imprisonment

• Imprisonment of Nelson Mandela initiated changes after apartheid.
• These changes led to a diverse society with equal rights for all citizens and the right to reclaim stolen land.
• Reconciliation efforts were also focused on.

Rosa Parks and the Civil Rights Movement

• Rosa Parks' refusal to give up her seat on a bus inspired a Montgomery bus boycott.
• This initiated the civil rights movement.
• Her act symbolized defiance and became a prominent symbol of the movement.

Suffragettes and the Women's Right to Vote

• Emily Davison and Emmeline Pankhurst were members of the Women's Social and Political Union (WSPU).
• They fought for women's suffrage and equal rights, including women's representation.
• In 1918, women over 30 gained the right to vote in the UK.
• By 1928, the voting age for women was lowered to 21.

Dispositional Factors Influencing Social Change

• Individuals with high internal locus of control can trigger social change by challenging societal expectations and viewpoints.
• Examples of this could include refusing to conform to norms or taking a stance against social injustice.

Situational Factors Influencing Social Change

• Specific situational factors can be vital contributors in social change.

Consistency of the Minority

• Consistent messages from minorities increase the likelihood of social change.

Commitment of the Minority

• Demonstrating commitment through actions like strikes or personal sacrifices can convince the majority.

Flexibility of the Minority

• Showing willingness to adapt their views while maintaining consistency can signal openness to compromise.

The Snowball Effect and Minority Influence

• The snowball effect illustrates how a minority position gains increasing support, eventually becoming the majority view.
• This "forgetting" is social cryptoamnesia.

Evaluation Task

• Evaluate the influence of social processes on social change using previously learned concepts and a PEE structure.

Moscovici's Research on Minority Influence

• Moscovici's research showed that minority influence, specifically consistency, can be more impactful than inconsistency.
• The research measured this in a slide color task.

Ecological Validity of Moscovici's Study

• The minimal ecological validity of Moscovici's research suggests that the consistency of minorities may differ in real-life scenarios.

Real-Life Examples of Minority Influence

• The suffragettes' consistent campaign for women's right to vote eventually led to social change.

Article on Changing Views on Homosexuality

• A newspaper article highlighted the significant shift in British views on homosexuality in recent decades.
• A dramatic change in public opinion had occurred, moving from near universal opposition to widespread acceptance.