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13 Cards in this Set
- Front
- Back
- 3rd side (hint)
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What is social change?
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When society or sections of society adopt a new belief or way of behaving becomes widely accepted as the norm.
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What does the Social Norms Approach Claim?
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That if people perceive something as being the norm they will adjust their behaviour or views to fit w/ the norm of majority.
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What underpins the social norms intervention?
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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. |
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Outline the Process of Social Change by Minorities: Drawing Attention to an Issue
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Minorities can bring about social change by drawing attention to an issue. E.G - Suffragettes = jumped front of horses. |
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Outline the Process of Social Change by Minorities: Cognitive Conflict
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Minorities challenge the majority's cognitions, so they think more deeply about the issue that is being challenged.
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Outline the Process of Social Change by Minorities: Consistency of Position
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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. |
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Outline the Process of Social Change by Minorities: Augmentation Principle
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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. |
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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. |
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Outline Social Cryptoamnesia, after social change has occurred.
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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. |
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Limitation of Social Influence Pressure and Social Change: Methodological Weakness of Social Influence
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- 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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Limitation of Social Influence Pressure and Social Change: Methodological Weaknesses of Underpinning Social Influence Research
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- Explanations of how social influence leads to social change is influenced greatly by Moscovici, Asch & Milgram. - All of these can be evaluated in terms of their methodology. - E.G Moscovici's study lacked population validity as it only used female undergraduates, so can not be generalised to wider population. - This raises doubts about the validity of the explanations. |
- Influenced by Moscovici, Asch & Milgram... - Evaluated on methodology. - E.G Moscovici- laced population validity... - Doubts? |
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Strength of Social Influence Pressure and Social Change: Supporting Research
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- Nolan et al investigated whether social influence processes led to a reduction in energy consumption- community in San Diego. - One group of houses had a message, telling them that the majority of residents were trying to reduce their energy usage. - Control group of residents had a message that asked them to 'save energy', no reference to people's behaviour. -Found that those in first group made significant reductions to their energy usage compared to the second group. |
- Nolan et al - Reduction in energy consumption -One group = said majority trying to... - Control group = just 'save energy' no reference to behaviour. - What was found? |
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Limitation of Social Influence Pressure and Social Change: Limitation of Using Social Influence Research to Explain Social Change.
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- Nemeth argues that effects of minority influence are likely to be delayed & indirect. - It has taken many decades for the attitudes to change regarding drink driving & smoking. - Suggests use of minority influence to explain social change is limited & its influence is debatable. |
- Nemeth - effects of minority influence are? - Taken decades... - Limited & debatable |
