http://www.cultsock.ndirect.co.uk/MUHome/cshtml/socinf/minority.html
Principles of minority influence
This and other studies by Moscovici and others appear to demonstrate that the minority can influence the majority if:
- the minority disrupts the established norm and produces doubt and uncertainty in the mind of the majority
- the minority makes itself visible, focuses attention on itself
- the minority shows that there is an alternative, coherent point of view
- the minority demonstrates certainty, confidence and commitment to this point of view
- the minority signals that it will not move or compromise
- the minority implies that the only solution to restore social stability and cognitive coherence is for the majority to shift towards the minority
Social Influence Turner