A community mental health charity ran an online campaign in which four volunteers repeatedly posted calm, factual corrections to stigmatising comments about...
Question 1 Report
A community mental health charity ran an online campaign in which four volunteers repeatedly posted calm, factual corrections to stigmatising comments about obsessive compulsive disorder. After six weeks, other users began posting similar supportive messages.
(a) Name the form of social influence shown by the four volunteers. [1]
(b) Describe two characteristics that can make a minority influence more effective. [2]
(c) Explain why users may show conversion rather than merely public compliance. [2]
(d) Evaluate whether comments posted online provide a valid measure of changed attitudes to mental health. [1]
Answer Details
(a) Minority influence [1] (b) Any two: consistency over time [1]; agreement between minority members / consistency between people [1]; flexibility [1]; commitment / appearing willing to make sacrifices [1]. (c) The minority can make people think carefully about the issue [1]; this may lead to a genuine private change in beliefs, not just a public response [1]. (d) Online comments may be performative or anonymous, so they may not reflect the user's true attitude [1].
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