Minority Influence & Social Change (OCR GCSE Psychology): Revision Note

Minority influence occurs when a small group of people or individuals change the attitudes or behaviours of the majority

It is most effective when the minority demonstrates three key features identified by Moscovici (1985):

• Consistency – The minority must be consistent in their message and behaviour over time, showing commitment to their cause

• Commitment – Members must show dedication, sometimes making personal sacrifices, to prove they genuinely believe in their views

• Flexibility – They must adapt their arguments slightly and be open to discussion to avoid seeming rigid or extreme

When these features are present, the minority’s message becomes more persuasive and can eventually change majority views through the snowball effect:

• As more people adopt the minority viewpoint, it gains momentum and can eventually become the majority opinion

Social change movements like the suffragettes and the US civil rights movement began as minority groups, but through persistence, consistency, and moral conviction, they transformed social norms

Minority influence also plays a key role in changing attitudes towards mental health by challenging stigma and promoting open discussion

Charities and campaigns such as Mind (opens in a new tab), Time to Change (opens in a new tab), and Heads Together (opens in a new tab) use minority influence principles to create lasting social change

• They raise awareness of mental health problems and encourage help-seeking behaviour, reducing discrimination

• Public figures, such as members of the Royal Family, use their influence to model openness about mental health, making it more socially acceptable to talk about it

• Their consistent, committed, and persuasive messaging helps shift public opinion

  • People begin to internalise the belief that talking about mental health is a sign of strength, not weakness

The Heads Together campaign (2016) led by Prince William, Prince Harry, and Catherine, Princess of Wales, demonstrates this process:

• The campaign aimed to reduce stigma around mental illness

• By sharing personal stories (e.g. Harry’s grief over his mother’s death), they modelled vulnerability and empathy, inspiring others to open up

• Their high status and consistent advocacy helped to normalise conversations about mental health

• This created a snowball effect, where more people began to talk openly, encouraging societal acceptance and reducing discrimination