How does a minority exert influence on a majority? Traditionally
social psychologists have characterised influence as a process
leading to conformity - the minority coming to accept the view of
the majority. For the contributors to this volume, working in a
society where the reverse process is frequently exemplified - a
society characterised by change and innovation - such an approach
is no longer tenable. They believe that only by examining social
processes also in terms of minority influence can the paradox be
resolved. The volume is organised into two broadly based but
interconnected parts. Part I analyses the process of influence
itself, while Part II sets it within the context of groups. The
influence of minorities is thus located within the cognitive and
social field in which interaction between minorities and majorities
occurs. The original and dynamic research paradigms presented here
and the theoretical and empirical results that are reported offer
alternative insights not only into the phenomenon of influence per
se, but also into such classical notions as 'the group' ,
'deviance' and 'convergence'.
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