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Who are they?

Who are they?. PSYA2 Social Approach: Social Change. Learning Outcomes : All must apply key concepts from the social influence topic to explain social change . Most should explain how social influence research helps us to understand social change .

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Who are they?

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  1. Who are they?

  2. PSYA2 Social Approach:Social Change Learning Outcomes: All must apply key concepts from the social influence topic to explain social change. Most should explain how social influenceresearch helps us to understand social change. Some could draw on general knowledge to describe examples of social change from history.

  3. AQA Specification For your exam, you need to know: • How social influence research helps us to understand social change • The role of minority influence in social change

  4. How does social change happen? How did these changes come about? Pick one: • The right for woman to vote in the UK (1918) • The rise of Communism in Russia (1917-1989) • Civil rights for minority groups (1960s-now) • End of apartheid in South Africa (1990s) • Smoking ban in the UK (2007) • Recycling bin collections in Bristol (now)

  5. The Process of Social Change How does it happen? • Minority holds beliefs and values opposed to the majority view. • An inspirational leader may create a cult of personality. • Meetings, rallies, leaflets, posters, direct action, bombs used to draw attention to the cause. • Snowball effect leads to changes in public attitudes, social norms and/or the law.

  6. Why does social change happen? • People follow the influence of role models. Example? • A minority group uses information to persuade people to change their behaviour, through ISI. Example? • An individual from a minority group speaks out against injustice, leading to a wave of dissent. Example? • A dictator uses political and military power to create change, through fear and intimidation. Example? • A minority group uses violence to raise awareness of their political viewpoint and force change. Example?

  7. Social Influence Research Normative Social Influence Informational Social Influence Conformity (Asch) Obedience (Milgram) Independent behaviour c) people follow new norms, from a group or role model (compliance & identification) a) people change their beliefs and attitudes, due to new information (internalisation) d) people can be converted by a small group, if they are targeted 1-by-1. e) people will obey someone who appears to have authority and power over them. b) dispositional and situational factors affect levels of conformity & obedience.

  8. Applications of Research • Latane & Wolfe’s (1981) Social Impact Theory suggests that social influence is affected by the strength (status), immediacy (physical, social, psychological distance) and number of sources of influence. • You have been asked to create a campaign for an animal rights charity which wants a complete ban on all animal testing. Outline a plan for your campaign, using Social Impact Theory to inform your choices.

  9. Applications of Research How did you use Social Impact Theory? • Strength • Immediacy • Number • What other ideas did you draw on?

  10. Minority Influence Research • Minority influence research also provides evidence to help us understand social change. • What is ‘minority influence’? • What key study demonstrates the effects of minority influence? • What is the most important thing to do if you want to create change from a minority position? • What else will help you bring about change?

  11. Minority Influence Research • Moscovici et al (1969) showed that consistency is a critical factor in minority influence. Other research has shown that the minority also needs to be flexible in the way they present their case, to bring people on side. • Clark et al (1989) showed that persuasive information and effective counter-arguments are crucial, too.

  12. Minority Influence Research In addition… • Zimbardo (2007) proposed the idea of ‘social heroism’, where people who resist unjust authority are seen as heroes, providing a role model for other dissidents. • Milgram & Asch found that people were less likely to obey or conform if they had an ally.

  13. Explaining Social Change • Choose one example of real social change that you know about. • Choose 2-3 theories or research studies that can be used to help explain your example. • Create a mindmap, poster, notes or an essay E.g. Suffragettes – consistency (Moscovici) – social heroism (Zimbardo) – snowball effect – changes to the law (1918, after WWI).

  14. AQA Specification Answer these questions to test your knowledge: 1) How does social influence research help us to understand social change? (4 marks) 2) What is the role of minority influence in social change? (4 marks) • You will need to choose what to say – you only have 10 minutes to answer both questions!

  15. PSYA2 Social Approach:Social Change Learning Outcomes: All must apply key concepts from the social influence topic to explain social change. Most should explain how social influenceresearch helps us to understand social change. Some could draw on general knowledge to describe examples of social change from history.

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