The Role of Social Influence Processes in Social Change

This section examines the role of social influence processes in social change in Psychology. Social change refers to the transformation of attitudes, beliefs, and behaviours within a society over time. Examples of social change include shifts in views on issues like civil rights, gender equality, and environmental responsibility. Psychology identifies several key social influence processes that facilitate social change, primarily through minority influence, social influence processes (such as consistency, commitment, and flexibility), and conformity and obedience pressures within society.

Social Change and Social Influence

Processes of Social Change through Minority Influence

Social change often begins with a minority influence, where a small group of people introduces new ideas or values that gradually become adopted by the majority. This process typically involves commitment, consistency, flexibility, and eventually a "snowball effect."

Consistency, Commitment, and Flexibility in Minority Influence

Consistency: The minority’s message must be stable over time. A consistent stance conveys certainty and resilience, encouraging the majority to reconsider its views. This approach is particularly influential because it presents the minority’s position as well-thought-out and determined.

Commitment: Minorities often demonstrate commitment by making sacrifices for their cause, showing they are dedicated and willing to endure hardship. This commitment can cause the majority to take the minority view seriously and question their own assumptions.

Flexibility: Although consistency is essential, minorities must also show flexibility and an openness to compromise. This prevents them from being perceived as rigid and unyielding, making their ideas more palatable to the majority.

The Snowball Effect

As minority views begin to gain traction, a snowball effect occurs. Initially, only a few individuals adopt the minority view, but as these new converts spread the message, the rate of change increases. Eventually, the minority position becomes widespread and, at some point, reaches a tipping point where it is accepted by the majority.

Social Cryptoamnesia

Once social change is established, social cryptoamnesia may occur. This is when people remember that a change has taken place but forget the origin of the change or that it was once a minority position. The new belief becomes embedded as a social norm, and people may forget that it initially faced opposition. For instance, attitudes toward smoking in public spaces have shifted dramatically, but many now take this for granted, often forgetting the original efforts of anti-smoking campaigners.

Example: Civil Rights Movement

The American Civil Rights Movement of the 1960s is a classic example of social change through minority influence:

Consistency: Civil rights activists maintained a consistent message advocating for racial equality and equal rights.

Commitment: Activists endured considerable hardship, including imprisonment and violence, which demonstrated their dedication.

Snowball Effect: Over time, the movement gained increasing support and momentum, eventually resulting in legislative change.

Social Cryptoamnesia: Today, racial equality is widely accepted as a norm, though society may not always recognise the initial efforts and resistance involved in achieving this.

Role of Conformity in Social Change

Conformity, or the tendency to align with the majority, can also play a role in social change once new norms start to emerge.

Normative Social Influence

Normative Social Influence (NSI) involves conforming to the behaviour of others to gain social acceptance or avoid social disapproval. When enough people adopt the views of a minority, these views can become the norm. As new behaviours or attitudes become more visible and widely accepted, people may adopt them to fit in with the emerging social majority.

Application to Social Change: NSI can reinforce new norms once they reach a critical level of acceptance. For example, recycling and environmental behaviours have become socially desirable. As more people engage in these practices, others conform to avoid being seen as environmentally irresponsible.

Informational Social Influence

Informational Social Influence (ISI) occurs when individuals look to others for guidance in ambiguous situations, believing others have better information. ISI can lead to social change by spreading awareness and knowledge on certain issues, particularly through education and media.

Application to Social Change: Campaigns to reduce smoking, promote public health, or address climate change use ISI by informing the public of risks and benefits, prompting behaviour change based on new information.

Example: Climate Change Awareness

Climate change awareness has been significantly influenced by both NSI and ISI:

ISI: Scientific evidence and campaigns have provided extensive information on climate change, encouraging individuals to adopt pro-environmental behaviours.

NSI: As environmentally friendly practices, like reducing plastic use, have become widely accepted, individuals conform to these practices to align with the majority and avoid disapproval.

Role of Obedience in Social Change

Obedience to authority can also drive social change, particularly when authorities support progressive policies or legislation.

Legitimacy of Authority

When laws or guidelines are issued by legitimate authorities (e.g., governments, health organisations), people are more likely to obey and follow them. For instance, the introduction of laws mandating seat belt use, banning smoking indoors, or implementing lockdown measures for public health relied on the perceived legitimacy of government authority.

Gradual Commitment

The gradual commitment effect, sometimes called the "foot-in-the-door" technique, can lead to larger changes over time. If individuals are asked to make a small commitment initially, they are more likely to comply with more significant changes later. This technique is often used in social campaigns where initial, minor actions (e.g., signing a petition) may later lead to larger commitments to the cause.

Example: Legislative Changes in Smoking Behaviour

Government policies on smoking restrictions demonstrate the role of obedience in social change:

Legitimacy of Authority: Public health campaigns, backed by government regulations, have implemented bans on smoking in public areas and raised awareness about health risks.

Gradual Commitment: Initially, minor changes, such as bans in specific locations, gradually expanded to widespread restrictions on smoking in indoor public spaces, leading to a shift in social norms and behaviours.

Evaluation of Social Influence Processes in Social Change

Strengths

• Research Support: Studies by Moscovici, Asch, and Milgram provide empirical evidence for the mechanisms of social influence, supporting the roles of minority influence, conformity, and obedience in social change.
• Real-World Applications: Understanding social influence has practical applications in campaigns and interventions aiming to promote public health, environmental responsibility, and equality.
• Processes Leading to Lasting Change: Minority influence, particularly through commitment, consistency, and the snowball effect, often leads to internalisation. This results in long-term changes in attitudes and behaviours.

Limitations

• Role of Minority Influence Can Be Slow: Social change through minority influence is often gradual and can take many years, as it usually begins with only a few individuals adopting a new idea. Societies may resist adopting minority views if they challenge deeply entrenched norms.
• Overemphasis on Minority Influence: Social change does not always occur through minority influence alone; it often requires wider social, economic, and political changes. For example, the Civil Rights Movement achieved legal change through a combination of social influence and legislative action.
• Cultural and Temporal Variability: Social influence processes may vary across cultures and historical contexts, as societal norms and attitudes differ. This limits the generalisability of research findings across all societies and time periods.

Summary of Social Influence in Social Change

Minority Influence: Social change often begins with a minority that uses consistency, commitment, and flexibility to influence the majority. This influence grows through the snowball effect and eventually leads to a change in societal norms.

Conformity: Normative and informational social influence play roles in reinforcing new norms once they are established. Individuals may conform to align with the majority or to benefit from new information.

Obedience: Social change can be accelerated through obedience, particularly when legitimate authorities endorse new behaviours, often through legislation or public campaigns.

Understanding these processes allows psychologists to explain how societies evolve and adapt over time, with important applications in promoting beneficial societal changes, such as public health initiatives, environmental sustainability, and equality movements.