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Correcting misconceptions by highlighting what public actually does.
E.G - The 'Most of Us' Campaign shows a reduction of 13.7% in drink driving after a campaign.
Minorities can bring about social change by drawing attention to an issue.
E.G - Suffragettes = jumped front of horses.
Moscovici's research showed that minorities expressing a consistent argument, both between themselves & over time were more influential.
E.G - Martin Luther King was consistent w/ his views of racial equality over many years.
If the minority is willing to suffer for their views, they are seen as more committed & will be taken more seriously.
E.G - Nelson Mandela went to prison for 27 years and was willing to die for his cause.
Outline the Process of Social Change by Minorities: Snowball Effect
Minorities gather support gradually over time & their influence converts more & more until it reaches a tipping point where the social change occurs.
Research: In Milgram's study the role of a disobedient role model also empowered others to disobey and refuse to give shocks.
E.G - Gandhi held a salt march against the British rule where thousands and thousands of other Indians joined in.
When the society knows social change has occurred but forgets the origins of it & so majority doesn't give credit to the minority for the change taking place.
E.G - Gay Rights & Recycling Movement.
- Social changes that are cited are historical.
- Our knowledge of them is derived from recollections & secondary documents such as diaries.
- Retrospective data cannot always be verified as valid or reliable.
- Therefore difficult to establish cause & effect from such evidence.
- Historical Changes
- Derived from 2ndary documents
-What can't retrospective data always be?
- Difficult to establish what?
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