How can organisations and communities both influence social change and affect people's behaviour?

1089 Words Jul 26th, 2014 5 Pages
Part 1 – Option B

How can organisations and communities both influence social change and affect people's behaviour?

This essay considers how organisations and communities affect people's behaviours and influencing social change. Firstly, from a 'management' perspective the focus will look at the 'strong link' of both structure and culture and how this affects people's behaviour to bring about possible social change. Secondly, from a 'psychology' perspective, the essay will focus on how individual's behaviour is affected by the taking on of 'roles' and 'scripts' as well as analysing the evidence from the Zimbardo experiment. Finally, from a 'social science' perspective looking at the consideration of the 'Resource Mobilisation
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Zimbardo's critics claimed that the wider culture of the media could have played a large part in the actions and reactions of the individuals who participated in the prison role play. Turner et al. 1994.

From the 'social science' perspective social change can occur through 'social movements' whereby individuals form into larger organisations often with no set rules and collective groups of similar interests to influence social change. These 'social movements' seek to address perceived injustices, political struggles and conflict with the aim of influencing social justice and inequalities. The 'New Social Movement Theory' as augmented by French sociologist Alain Touraine (1981) highlighted the need for 'meaningfulness' of the 'cultural challenges of deep seated conflicts and injustices. One of the contemporary 'new social movements' the African American Civil Rights Movement USA in the 1960's involved direct action with young people using the modern technologies of communication. The ease of exchanging ideas, plans for action were devised swiftly. 'Resource Mobilisation Theory' highlights the way in which resources needed for publicity together with the resources namely the activists skills themselves. John McCarthy and Mayer Zald stated that 'activity is

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