Minority influence and social change

Who observed how minorities can influence a majority?

Moscovici

Observe how minorities can influence a majority.

A lab experiment - groups of 4 participants 2 confederates.

Everyone was shown 36 blue slides and asked to say whether the slide was blue or green. Confederates deliberately say that they were green 2/3 of the trial producing a consistent minority view.

When confederates were consistent 8% changed their view

inconsistent = 1%

Shows that consistency is crucial for a minority to exert a maximum influence on a majority.

What are the behaviour styles that affect the influence that a minority can have on a majority?

Consistency, Commitment and flexibility

How does consistency affect minority influence?

When a minority expresses the same viewpoint repeatedly and steadily (synchronic consistency and diachronic consistency) it makes the majority re evaluate their viewpoint as to suggest confidence. When confederates were consistent in Moscovicis study influence was higher (8% vs 1%).

What are the different types of consistency?

Synchronic consistency - Uniformity, all members of the minority expressing the view at the same time.

Diachronic consistency - persistence of the minority group overtime. Makes the group look committed and serious.

How does flexibility affect minority influence?

When minorities are open minded and adaptable in their approach, especially when providing evidence, they are more likely to gain support. In a variation of Moscovici’s experiment the minority was more flexible (e.g. saying some were blue and some green) they had greater success in convincing the majority compared to a rigid approach. Nemeth (1986) suggests that a flexible minority is more persuasive.

How does commitment affect minority influence?

When a minority is prepared to take sacrifices they show their dedication which shows that the minority has something valuable to offer. However if a minority is too committed and takes overly extreme approaches it may lead to rejection.

The suffragettes - how they showed commitment, flexibility, and commitment

Commitment - Hunger strike and protests, showed people that they were passionate.

Flexibility - Shifted from peaceful protests to more extreme ones to gain attention and sympathy.

Commitment - consistently campaigned for women’s rights despite resistance, making it harder to ignore.

Evaluate the behaviour styles that can affect minority influence - strengths

Application

Real world application - suffragettes

Evaluate the behaviour styles that can influence a majority - limitation

Ecological validity

Low ecological validity

Moscovici - lab experiment

Lacks ecological validity also a simple task and it may be harder to be influenced when facing a real life complex situation,

Responses may differ in real life

Evaluate the behaviour styles that can influence a majority - limitation

Sampling issues

Limited generalisablity

Mostly male participants

May not generalise to women →e.g. may be more susceptible to minority influence

Therefore it may be difficult to generalise to the wider population

How can social change occur through minority influence?

1. Draw attention to the situation, raise awareness by using protests ect.

2. Cognitive conflicts, The majority will begin to question their view.

3. Consistency of position, Minority must remain consistent overtime (diachronic consistency) and unified (synchronic consistency).

4. The augmentation principle, if the minority is seen to suffer for their cause their commitment is taken more seriously.

5. The snowball affect, more people are convince and the movement gains momentum until it becomes the new majority. Once change occurs, people often forget how it happened ( social cryptomnesia)