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How minority influence affects social change in relation to changing attitudes and behaviour towards, increasing awareness of, and reducing mental health stigma and discrimination.
How majority influence affects social change in relation to changing attitudes and behaviour towards, increasing awareness of, and reducing mental health stigma and discrimination.
The focus of this subtopic is on application; using the concepts of minority and majority influence to bring about positive change in relation to changing attitudes and behaviour towards, increasing awareness of, and reducing mental health stigma and discrimination. There are many examples of campaigns that have successfully brought about change; learners can access these to illustrate theory in context.
Common misconceptions or difficulties learners may have:
Majority and minority influence can be confused. Learners should be encouraged to brainstorming the key principles / features of each before introducing the topic of social change social change.
Conceptual links to other areas of the specification – useful ways to approach this topic to set learners up for topics later in the course:
Bringing about social change in relation to changing attitudes and behaviour towards, increasing awareness of, and reducing mental health stigma and discrimination links with the sub topic ‘psychological problems’ and supporting the qualification by working with Time to Change. Specially, how attitudes have changed since the Mental Health Act (1959) and the effects of significant mental health problems on the wider society.
With the focus being on application, using real examples of social change to illustrate theory in context, will provide learners with the opportunity to explore the concepts of minority and majority influence in campaigns.
Learners can design their own campaigns using the concepts to demonstrate their understanding of social change.
Jamie Oliver’s ‘school dinner campaign’ offers an example of social change through minority influence. The campaign provides the opportunity to illustrate and discuss the concepts such as consistency and commitment as well as others that can lead to changes in views and behaviours.
The episodes from Jamie’s television series can be found on You tube.
It is suggested that although school dinners have changed, people’s views and attitudes to food have not really shifted. Learners could evaluate the success of the campaign assessing its successes and failures. The second web-link provides the stimulus material for this.
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