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Minority Influence
Explanations > Theories > Minority Influence Description | Example | So What? | See also | References
DescriptionAlthough groups seek to normalize their members’ behaviors, they also will often tolerate minorities. Sometimes this is unavoidable, when the group is a coalition where the minority holds a disproportionate power, such as in coalition governments or where the minority controls key resources, such as a oil supply. For minorities to be taken seriously, they must be very tight knit, expressing the same viewpoint over a period of time. If they do not do this, they will be ignored as a bunch of individual eccentrics. Minorities can leverage and express the views of external, but influential groups, such as when a single person of a given racial background can threaten anti-racial adverse publicity. All it takes for a minority group to be formed is two people. When one person finds the support of another, their confidence doubles. Majorities tend to exert normative social influence, whilst minorities tend to use informational social influence. ExampleTrade Unions for specific professions have had disproportionate effect for example through in crippling strikes. Some companies have countered by closing down and then restarting as a non-union employer. So what?Using itIf you disagree with norms of groups in which you work or socialize, start a minority group. If possible, ensure the minority group controls a critical resource or other form of effective blackmail which can be used to prevent rejection or punishment. An effective approach is to accumulate ‘brownie points’ by first supporting the majority, and then branching out. With luck and skill, you may take a number of others with you. You can also remain in the main group and quietly support minority groups who can be used to do things you could not otherwise perform. DefendingWhere you are in the main group and have an influential minority, seek ways of either accommodating or circumventing them. You can also seek to divide and conquer, sowing seeds of discontent within the minority group. See alsoConversion, Normative Social Influence, Social Impact Theory, Social Norms, Spiral of Silence Theory, Informational Social Influence ReferencesMoscovici (1984, 1994), Moscovici and Nemeth (1974), Tanford and Penrod (1984), Asch (1966) |awa|sp| |
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