1. Social Change
LO:To consider the implications and application of research in this topic into social change.
KEY TERMS
Social cryptoamnesia
Snowball effect.
Consistency
Flexibility
Commitment

2. = SOCIAL CHANGE & Research shows us that it is.. Independent behaviour
Minorities =
SOCIAL CHANGE
&

3. “When society adopts a new belief or way of behaving which
What is social change?
“When society adopts a new
belief or way of behaving which
then becomes widely accepted
as the norm”

4. What examples of positive and negative social change can you think of?+ -
What examples of positive and negative
social change can you think of?

5. +

9. -

13. What is the process
of social change?

14. The PROCESSES involved in bringing about social change:
*The Snowball Effect.
*Social Cryptoamnesia
BEHAVIORAL STYLE used by minority groups to
bring about social change:
*commitment
*flexibility
*consistency

15. The PROCESSES involved in bringing about social change ….

16. The snowball effect
When a minority succeeds in attracting enough supporters, it is transformed into the new majority.

17. Social cryptoamnesia
Perez et al. (1995) argue that minority groups influence majority groups through a process called social cryptoamnesia.
Minority ideas are assimilated into the majority viewpoint without those in the majority remembering where the ideas came from.
This often happens when the minority ideas are so strongly associated with the source that to adopt the message risks assuming the negative identity of the source.
It explains how dominant ideas or trends (zeitgeists) can be launched by minority groups despite the strong resistance they encounter from majority positions.

18. Behavioural styles of influential minorities include ….

19. Commitment
Minorities can exert influence by showing dedication, i.e. being willing to make sacrifices if necessary.
This gives the minority’s message credibility because people are unlikely to be prepared to suffer for a cause which is not worthwhile.
Gradually respect for the minority view grows and the majority is converted.

20. Consistency
According to minority influence research, the influence of a minority is most effective when it is consistent:
Intra-individual, where a person maintains a consistent position over time.
Inter-individual, where there is agreement among members of the minority group.

21. Flexibility
Merely to adopt a rigid position could lead to the perception of the minority as being dogmatic and narrow minded.
Majority opinions shifts more if the minority is flexible.

22. Can you answer this question…
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 (6 marks)

23. Question
What are the implications of research into social influence for social change? (12 marks)

24. KEY TERMS Social cryptoamnesia Snowball effect. Consistency
Flexibility
Commitment