Lecture on Social Influence and Minority Influence

Introduction

• Common perception of social influence is through authority and majority pressure (obedience and conformity).
• This lecture explores how individuals and small groups (minorities) can influence larger groups and effect societal change.

Minority Influence

• Definition: Conversion of majority members to the views of a minority.
• Key Factors:
  • Consistency:
    • Diachronic Consistency: Repetition of the same message over time.
    • Synchronic Consistency: All members of the minority maintain the same message.
  • Commitment:
    • Willingness to suffer for beliefs increases trust.
    • Examples include historical suffragettes' hunger strikes.
  • Flexibility:
    • Minorities need to show reasonableness and openness to counterarguments.

Examples and Concepts

• Government Ministers: Exhibit synchronic consistency by adhering to the party line.
• Augmentation Principle: Suggests actions taken against obstacles highlight strong internal motivation.
• Snowball Effect: Slow initial conversion leads to rapid growth as more join the minority.

Empirical Studies

• Moscovici's Study: Consistent minorities are more persuasive than inconsistent ones.
• Nemeth's Study: Flexibility in arguments can sway majority opinions (e.g., mock jury compensation decisions).

Real-World Applications

• Civil Rights Movement:
  • Consistent and committed protests influenced societal change, leading to significant legislation.
  • Example: Bloody Sunday protests.
• LGBTQ+ Movement:
  • Flexibility in campaigning for civil partnerships paved the way for same-sex marriage legalization.

Social Change

• Role of minorities in challenging majority views to influence societal norms.
• Governments use laws to enforce changes, while minority groups rely on conformity and information.
• Social Crypto Amnesia: Society adopts minority views but forgets the origin and struggles involved.

Evaluations and Limitations

• Real-life examples demonstrate the role of consistency, commitment, and flexibility.
• Laboratory studies lack the ability to replicate large-scale societal changes.
• Social change is rare and large-scale, making controlled testing challenging.

Additional Resources

• Mention of extra resources available for further study, particularly for exam preparation and deeper understanding of social influence.

This lecture provides a comprehensive overview of how minority groups influence societal change, supported by empirical studies and historical examples. Understanding these principles is valuable for analyzing social movements and their impact.