Describe the roles of consistency and commitment in minority influence. Explain how Mimi and Asif could demonstrate consistency and commitment as part of their campaign. [8 marks]

ESSAY HINT: For this question, you should describe both consistency and commitment clearly and apply each process directly to Mimi and Asif’s anti-litter campaign. Focus on description and application rather than evaluation, as research evidence is not required. Use specialist terms such as synchronic consistency, diachronic consistency, the augmentation principle and the snowball effect accurately. Avoid circular definitions, such as ‘commitment is when a minority is committed to its cause’; instead, explain that commitment involves demonstrating dedication, often through personal sacrifice or risk.

Minority influence is more likely to occur when the minority is both consistent and committed. Consistency involves repeatedly expressing the same message, which draws attention to the minority’s viewpoint and encourages the majority to take it seriously. This may involve synchronic consistency, where all members of the minority agree with one another, and diachronic consistency, where the same position is maintained over time.

Mimi and Asif could demonstrate synchronic consistency by agreeing that littering is harmful to the school environment and presenting the same message to other students. They could demonstrate diachronic consistency by promoting this message repeatedly over several weeks through assemblies, posters and social media. Their consistency may create conflict within other students, encouraging them to reconsider their behaviour and eventually internalise the view that littering is unacceptable.

Commitment occurs when members of a minority demonstrate dedication to their cause, sometimes by making personal sacrifices. This is explained by the augmentation principle. When members of the majority recognise that the minority is willing to sacrifice its own time or comfort, they may conclude that the minority genuinely believes in its message and is not acting out of self-interest. As a result, they may give greater importance to the minority’s arguments.

Mimi and Asif could demonstrate commitment by giving up their breaktimes or staying behind after school to collect litter from the playground. They could also continue campaigning even if other students initially ignore or criticise them. These sacrifices would draw attention to their cause and show that they are genuinely committed to reducing littering. Over time, more students may adopt their viewpoint and stop dropping rubbish. This could produce a snowball effect, in which increasing numbers support the campaign until the minority position becomes the majority view.