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Social influence processes - A03 ONLY
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Discuss the role of social influence processes in social change (16 Marks)A03:
A strength of social influence processes is that there is research support for normative influence
processes leading to social change. Nolan et al (2008) investigated whether social influence led to a
reduction in energy consumption in a Californian community. They hung messages on the front
doors of houses every week for a month. Nolan found significant decreases in energy use when the
signs told households that most residents were trying to reduce their energy usage rather than just
being asked to save energy without referring to other peoples’ behaviour. This therefore supports
the idea of normative influence processes leading to social change because people want to fit in with
the majority.
One problem is that social change due to social influence processes happens very slowly. For
example, it has taken decades for attitudes towards drink driving and smoking to change. Nemeth
(1986) argues that the effects of minority influence are often indirect and delayed because the
effects are not seen for quite a long time. Using minority influence to explain social change could
therefore be a limitation because its effects are fragile and its role in social change is limited.
A further problem is that researchers have questioned whether minority influence does lead to
deeper processing and then to social change. Mackie (1987) claims that majority influence may
create deeper processing, as opposed to minority influence, if you do not share their views. This is
because we like to believe that other people share our views and think in the same way as us. When
we find that a majority believes something different, then we are forced to think long and hard
about their arguments and reasoning. This means that maybe minority influence does not lead to
deeper processing, and in fact it is majorities which causes this deeper processing. Therefore, this
important element I.e., deep processing of minority influence in the process of social change has
been challenged and may not be all important factor for minorities. This then costs doubt on the
validity of this element.
Another problem is that the research that has been used to explain social change has
methodological issues. For example, Asch and Moscovici’s research is all lab based. This is an issue
because the tasks are not realistic meaning it lacks mundane realism and can’t be related to real life
scenarios. Due to it being lab based it means the research also lacks ecological validity. Therefore,
the methodological criticisms of the research on which social change is made undermines the link
between social influence and social change in a real life situation.
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