Social Change - A Level Psychology Revision Note

Overview

• Social change refers to shifts or adaptations in social norms.
• It occurs gradually and often goes unnoticed until societal norms have shifted significantly.

Examples of Social Change

• Recycling: Transition from communal recycling hubs to individual household recycling bins, making recycling a part of daily life.
• Smoking: Public health campaigns have raised awareness about smoking dangers, influencing government policies to reduce smoking in public spaces.

Minority Influence and Social Change

• Often, minorities act as catalysts for social change.
• Gay Rights: Example of minority influence leading to significant social change.
  • Campaigns highlighted inequalities and maintained a consistent message.
  • Flexible Approach: Using humor and flexibility helped in gaining broader support.
  • Harvey Milk: His political actions and assassination highlighted the seriousness and commitment to the cause.
  • Snowball Effect: Gradual eroding of opposition led to the legalization of gay marriage in the UK in 2013.
  • Social Cryptomnesia: Once regarded as unusual, gay marriage has become normalized over time.

Examiner Tips

• Practice writing both low and high-mark questions on this topic.
• Understanding the combination of theories and concepts is crucial for exam success.

Evaluation

Strengths

• Dickerson et al. (1992) Study: Showed that prior commitment to a cause (e.g., water conservation) can lead to positive behavior changes.
• Economic Benefits: Diversity in workplace attitudes and practices can enhance productivity and creativity.

Limitations

• Slow Progress: Social change is gradual and tracking its progress or identifying main drivers is challenging.
• Economic Costs: Implementing changes such as recycling can be costly due to the need for specialized processes.

Key Concepts

• Augmentation Principle: The idea that individuals are more committed to a cause when they show willingness to endure hardship.
• Snowball Effect: A small initial change can lead to larger changes, eventually resulting in significant social transformation.

Conclusion

Social influence processes, particularly those driven by minority groups, play a crucial role in facilitating social change. Although progress may be slow and face setbacks, the eventual normalization of these changes underscores the dynamic nature of social norms.