This document discusses how minorities can achieve social change through social influence. It states that consistency, commitment, and flexibility are important factors. Consistency is important for a minority to be persuasive according to Moscovici (1969) and Clarke (1994). Commitment is also important, with Hogg and Vaughan (1998) finding that minorities must act on principle, make sacrifices, and demonstrate commitment to their cause. Additionally, Nemeth (1986) found that minorities need flexibility to achieve social change.

1. Social influence and social change

2. Social influence and social change
Your task:
• In your group select one example of
social change.
• You will research that example of social
change and explain how that minority
achieved change using what you know
about minority social influence.

3. Social influence and social change
Your task:
• In your group apply the findings of
minority social influence research to
explain how they achieved social
change.

4. Social influence and social change:
consistency.
Moscovici (1969) found
consistency was important for
a minority to be persuasive
and achieve change.
Clarke (1994) also found
consistency was important
for a minority to be
persuasive and achieve
change.

5. Social influence and social change:
commitment.
• Hogg and Vaughan (1998) found that social change
is achieved if the minority:
• Act from principle (not out of self-interest).
• Have made sacrifices in order to achieve change.
• This demonstrates the commitment of the
minority to their cause.

6. Social influence and social change:
flexibility.
Nemeth found (1986)
that to achieve social
change the minority
needed to be flexible.