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SOCIAL CHANGE

SOCIAL CHANGE. SOCIAL CHANGE When a whole society adopts a new belief or way of behaving which then becomes widely accepted as the ‘norm’. How social influence research helps us to understand social change; the role of minority influence in social change.

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SOCIAL CHANGE

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  1. SOCIAL CHANGE

  2. SOCIAL CHANGE When a whole society adopts a new belief or way of behaving which then becomes widely accepted as the ‘norm’.

  3. How social influence research helps us to understand social change; the role of minority influence in social change Q: How has social influence research helped our understanding of social change? (4 marks) Q: Explain the role of minority influence in social change. (6 marks) Q: Discuss how social influence research has helped us to understand social change. (12 marks)) Q: Discuss the role of minority influence in bringing about social change. (12 marks)

  4. Q: Mike and his grandfather were having a conversation about recycling. Mike explained that he always puts empty cans and plastic bottles in one box and newspapers and cardboard in another box and that his mum takes these to be recycled once a week. His grandfather said that when he was Mike’s age, people did not recycle. Mike said that everyone in his street recycles and that they have a big box at school especially for recycling. Using your knowledge of the psychology of social change, explain why recycling is now behaviour carried out by a majority of people in this country. ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

  5. CREATES CONFLICT Draws attention to an issue by creating a conflict between established view and a contrary position CONSISTENCY Minorities are more successful when they express their positionconsistently THE NUTS AND BOLTS OF SOCIAL CHANGE THROUGH MINORITYINFLUENCE AUGMENTATION Impact of minority position isincreased if minority is seen to suffer for their actions

  6. SUFFRAGISTS AND SUFFRAGETTES

  7. Conversion: The birth of Solidarity and its freedom-oriented social movement is a reminder to Europe and the entire world that the fall of communism, the fall of the Soviet Union, the reunification of Germany in 1990 and the entry of 10 new countries into the EU would not have been possible without the Poles and their social upsurge in 1980.

  8. CREATES CONFLICT Draws attention to an issue by creating a conflict between established view and a contrary position

  9. CONSISTENCY Minorities are more successful when they express their positionconsistently

  10. AUGMENTATION Impact of minority position isincreased if minority is seen to suffer for their actions

  11. CREATING CONFLICT Suffragettes used militant tactics to draw attention to inequality and to achieve the same political rights for women as for men. CONSISTENCY The Suffragists relied on educational work, petitions, public meetings and consistent lobbying of MPs SUFFRAGISTS AND SUFFRAGETTES AUGMENTATION “We interrupted a great many meetings......and we were violently thrown out and insulted. Often we were painfully bruised and hurt." (Emmeline Pankhurst)

  12. CREATING CONFLICT Demanded the right to establish free trade unions, a living wage and an end to the brutal reprisals of the Communist government against any forms of protest. CONSISTENCY Solidarity emerged as a symbolic unification of people in Poland i.e. “we/the people/Solidarity” versus “them/authorities/communists. Their demands were clear & consistent. AUGMENTATION After Solidarity's leaders and 5,000 supporters were arrested, it’s influence grew even stronger (1.5 million membership in 1989) and eventually the communist government was overthrown

  13. CONFORMITY and SOCIAL CHANGE • The power of normative social influence has been used to bring about social change, e.g. in energy conservation initiatives. • People have a strong desire to be accepted by members of their peer group. • This makes it difficult to deviate from the majority position because they use the group norm as a reference for their own behaviour.

  14. Social change through conformity?

  15. RESULTS: Number of towels taken out of the room on the first towel replacement day. Schultz, P. W., Khazian, A., & Zaleski, A. (2008). Using normative social influence to promote conservation among hotel guests. Social Influence, 3, 4-23.

  16. ENERGY CONSERVATION • Nolan et al. (2007) placed door hangers on doors of San Diego residents once a week for a month. These carried one of four messages, one of which stated that the majority of their neighbours regularly tried to conserve energy (information learned from a prior survey). • The researchers also included a control group of residents whose door hanger simply encouraged energy conservation but provided no rationale for this. • Only information regarding neighbours’ energy usage led to significant decreases in residents’ energy consumption.

  17. Social change through disobedience Civil disobedience attempts to bring about social change through non-violent means

  18. The power of an oppressive regime depends on the consent and co-operation of the population. If people refuse to obey, power crumbles

  19. ROSENSTRASSE PROTEST (1943) October 1942: Berlin officials decide to deport full intermarried Jews. Jan. 1943: Intermarried couples must register – lists are passed on to the Gestapo    Mar. 1943 Rosenstrasse Protest culminates in the release of 1,700 intermarried Jews.

  20. WHY IS THIS RELATED TO MILGRAM’S WORK ON OBEDIENCE? Milgram found that one of the most influential factors was the presence of disobedient peers, giving the participant the confidence and courage to resist the authority’s orders. “One woman described her feeling as a protestor as one of incredible solidarity with those sharing her fate. Normally people were afraid to show dissent, but on the street they knew they were among friends because they were risking death together”

  21. THE ROSENSTRASSE PROTEST Normally people were afraid to show dissent, but on the street they knew they were among friends because they were risking death together”

  22. Recent years have seen a rapid increase in obesity rates in the UK and illnesses linked to unhealthy eating. TV advertising and campaigns by celebrity chefs such as Jamie Oliver have all highlighted the need for change in people’s attitudes toward what they eat. This is now beginning to have an effect, producing a widespread change in our attitudes to healthy eating. Using your knowledge of minority influence, explain how this social change has occurred. (6 marks)

  23. CREATES CONFLICT CONSISTENCY PRODUCING SOCIAL CHANGE – GETTING PEOPLE TO EAT MORE HEALTHILY AUGMENTATION

  24. CREATES CONFLICT ? CONSISTENCY ? AUGMENTATION ?

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