evaluation of the role of social influence processes in explaining social change

additional research evidence

it’s not just minority influence that brings about social change but conformity, seen through NSI. Linkenback and Perkins (2003) found that adolescents exposed to an anti smoking message were less likely to pick up smoking. Schultz et al (2008) found that hotel guests exposed to the message that the hotel towels were reused caused a 25% decrease usage in hotel towels. Therefore, it’s not just minority influence but majority influence too that brings about change.

validity

a limitation of using social influence processes to explain historical social changes is temporal validity. social changes that are cited and discussed for social change are historical, occurring many years ago. the context of the event as to why social change occurred should be considered as it could lack temporal validity. also, our knowledge of these events come from newspapers and diaries, meaning that it always can’t be deemed as accurate. therefore, it is essential to consider the validity of the historical sources when using social influence processes to explain social change

methodological weaknesses of underpinning social influence research

explanations as to how social influence leads to social change derives from research studies by Asch, Milgram, and Moscovici, who all conducted laboratory experiments, which were all highly controlled. however, the methodology used was all artificial and lacks mundane realism, doesn’t reflect real life behaviour. therefore, when using social influence processes to explain social change derives, careful consideration must be taken.

limitation of using social influence research to explain social change

nemeth (1986) states that effects of minority influence are likely to be indirect and delayed. humans have a tendency to maintain the status quo rather than to be involved in social change. this can be seen through how it’s taken many years to change attitudes about drink driving and smoking, as well as how BLM is still an ongoing issue. influence of the minority creates the potential for change rather than the actual change, therefore it’s important to not overstate the role of the minority in explaining social change