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Learning objective: By the end of this lesson you should be able to differentiate between minority and majority influence and identify real-life examples of minority influence
So far, when we've been talking about conformity, we've been focused entirely on this idea of 'MAJORITY' influence - that is, we adopt the behaviour and possibly attitudes of a majority group.
However, and almost counterintuitively, minorities also have the ability to sway the majority. These are the trend-setters, the fashion icons or those so forthright in their convictions they persuade others to join their cause...
Stop and see if you can think of specific examples which you think show a MINORITY influencing a MAJORITY
"A relatively small group of suffragettes argued strongly for the initially unpopular view that women should be allowed to vote. The hard work of the suffragettes, combined with the justice of their case, finally led the majority to accept their point of view."
When we looked at conformity as a result of MAJORITY influence we saw that there were multiple different types of conformity that might be displayed, as outlined by Kelman (1958):
COMPLIANCE - CHANGE IN PUBLIC BEHAVIOUR, NO CHANGE IN PRIVATE BELIEFS
IDENTIFICATION - ASSUMING THE PATTERN OF BEHAVIOUR ASSOCIATED WITH A SOCIAL ROLE
INTERNALISATION - THE DEEPEST LEVEL OF CONFORMITY WITH BOTH A PUBLIC CHANGE OF BEHAVIOUR AND A PRIVATE CHANGE IN BELIEFS
Think about it...
Think about it...
When it comes to minority influence, we use a new term to describe the change of behaviour to that of the (smaller) group. As usual, we need to think about PUBLIC behaviour and PRIVATE beliefs...
CONVERSION
CONVERSION
Similar to Internalisation, conversion involves a change in PRIVATE BELIEFS as well as change in PUBLIC BEHAVIOUR
Think about it...
When we look at examples of internalisation it often starts with an individual complying initially then gradually adopting the attitudes / beliefs too... (e.g., eating veggie because mates do then realising it's actually good for you too)
Do you think the same applies for CONVERSION?
HOW DO THEY DO IT?
HOW DO THEY DO IT?
In groups, the minority can have a disproportionate effect, converting many 'majority' members to their own cause.
This is because many majority group members are not strong believers in its cause. They may be simply going along because it seems easier or that there is no real alternative. They may also have become disillusioned with the group purpose, process or leadership and are seeking a viable alternative.
There are four major factors that give the minority its power:
Consistency: Being consistent in expressing minority group opinion.
Confidence: Being sure about the correctness of ideas and views presented.
Unbiased: Appearing to be reasonable and unbiased in presenting ideas.
Resistance: Resisting the natural social pressure and abuse that the majority may bring to bear on minority members.
In addition, to gain the confidence of the 'silent majority', the minority shows that it is not like the leadership of the majority, typically by visibly opposing them (something most of the silent majority would not dare do). They they show empathy and similarity with the target people, steadily subverting them and convincing them to join their alternative group.
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