Social Change

HeatherTxo
Flashcards by HeatherTxo, updated more than 1 year ago
HeatherTxo
Created by HeatherTxo over 7 years ago
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Description

How the minority change the way the majority think/act. Moscovici's strategies.

Resource summary

Question Answer
Consistency Keeping the message and group behaviour the same over time.
Confidence Using expert opinions, explaining the message calmly with certainty but not arrogance, supported with facts and figures
Flexibility Although the minority need to be consistent, being too forceful would be off-putting, so compromises are vital.
Snowball Effect All 3 factors result in majority slowly starting to believe minority, and builds momentum of people converting until the minority becomes the new majority.
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