Consistency, commitment and flexibility

CONSISTENCY

Consistency refers to a minority group repeatedly expressing the same message to challenge the views of the majority. Consistency can be shown between members of the minority group (synchronic consistency) or over time (diachronic consistency). Consistency is important because it draws attention to the minority view and makes the majority more likely to take it seriously. Moscovici (1969) conducted an experiment to explore the concept of consistency.

COMMITMENT

In some cases, minorities resort to extremely risky behaviour to draw attention to their cause. From a psychological perspective, these behaviours must put the minority group in jeopardy to show their dedication (commitment) to their beliefs. This is known as the augmentation principle, as the majority group is more likely to notice and give greater importance to the minority's actions because of their personal sacrifice. Throughout history, there have been numerous instances where individuals who remained consistent in their views have challenged the established norms of society. Such individuals have been criminalised for their opinions. Martin Luther King and Nelson Mandela are two figures who led civil rights movements and persisted in their opposition to apartheid for many years, contributing significantly to bringing about social change. Their experiences demonstrate that a consistent minority can indeed bring about social change.

FLEXIBILITY

Minority influence is more likely to occur when the minority demonstrates flexibility, meaning they are willing to make concessions or compromise. By adapting their position, the minority appears less rigid, extreme, or dogmatic, which makes their viewpoint seem more reasonable to the majority. As a result, the majority is more likely to listen to their arguments and potentially be persuaded to change their own views.