Essay
Social Influence essays
- Module
- Social Influence
- Institution
- AQA
4 essays covering the topics in Social Influence. Includes social change, minority influence, explanations for resistance, and authoritarian personality for obedience.
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Social InfluenceDiscuss the role of social influence processes in social change
[16 marks]
Social change occurs when a society's attitudes, behaviours and beliefs change as a
result of social influence. Minority influence also has a significant impact on social
change, through drawing attention to their issue at hand. For example, the
African-American community were able to draw attention to the oppression and
racism they faced through direct actions, such as protests and marches throughout
the 20th century. As the marches and protests in favour of their rights happened
consistently, it showed majorities the severity of what minorities were facing which
led to deeper processing of the issue, e.g. of racism or oppression. As people risked
their lives for the cause they were fighting for, it showed people how strongly they
believed in the message they were perpetuating. Freedom riders such as Rosa
Parks commonly risked their lives by refusing to move for white people on
segregated buses, which often resulted in harsh punishment. As this happened more
and more with different minority groups, conversion of majority groups to believing in
the minorities' cause happened. This helped to increase social change.
A strength of is that there is research supporting the impact of normative influences
on social change. Exposure to social norms may help people change their behaviour
or attitudes in hopes of being liked or accepted socially. In a study where a group of
people were told residents of their village were reducing their energy usage, they
were more likely to also reduce their energy usage compared to a group who were
not exposed to normative influences. This shows that conformity can help social
change occur through utilising normative social influence, and therefore is a valid
explanation for how social change happens.
However, evidence suggests that normative influences do not always have a
significant impact on changing individuals behaviours or attitudes. When a social
norms intervention was conducted in order to try and change student alcohol usage,
there was very little change in their drinking frequency or drinking quality. This
suggests that normative influences don’t produce long term social change in the
ways previously suggested.
Another strength is that minority influence can help to influence change through
deeper processing. Psychologists suggested that minorities can help to inspire and
engage divergent thinking of wider social issues not experienced by majorities.
Deeper processing means that majorities think more about a minority's arguments
and reasoning in ways they might not have before, especially as a minority group
gains strength in numbers. Therefore, this suggests that minority influence has a key
, role in social change through the stimulation of new ideas and opening minds of
majorities.
However, evidence suggests that majority influence may help other majorities
process social issues deeper than minority influence would. For example, majority
heterosexual groups were more likely to listen to minority heterosexual groups speak
about LGBTQ+ issues, rather than minority homosexual groups speak about it. This
suggests that sometimes majority groups may be significantly more valuable in
encouraging a change in behaviours or attitudes, as they potentially have a larger
influence and size than minority groups.
Describe and evaluate research into minority influence
[16 marks]
Minority influence is where an individual or a small group influences the behaviour
and beliefs of others, which can lead to internalisation of a view. In order for minority
influence to be successful, the group must be consistent in their view to help
increase interest by other majority or minority groups. Synchronic consistency is
where the group all say the same thing, and diachronic consistency is where they
say the same thing over a long period of time. Moscovici’s slide study showed that a
consistent minority group is effective in changing views, rather than inconsistency.
As well as being consistent, minority groups must show commitment to their cause
through demonstrating their dedication. This could be through direct actions, such as
marches, or presenting risk to their lives for the cause they are fighting for. This is
the augmentation principle, and can generate more awareness and attention of a
cause.
Nemeth suggested that minority groups also need to show flexibility if they want to
be truly successful. An extremely consistent group may be seen as rigid or dogmatic
by a majority group if they are unwilling to accept potential counter arguments or
reasoning. He suggested that it is important for minority groups to strike the correct
balance between flexibility and consistency.
A strength is that there is research supporting the importance of consistency.
Moscovici’s green-blue slide study demonstrates this, as a consistent minority group
was more successful in changing the view of a majority group than an inconsistent
minority group. This was further supported by a meta-analysis of over 100 studies
which shows consistency was more effective than inconsistency. This therefore
shows that minority groups who are consistent with their position and views are more
likely to influence other minority groups or majorities.
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