Influence: Social

Abstract

When an individual's attitude, opinion, cognition or behavior is coerced it is called ‘power,’ but when the change is ‘voluntary’ or unconscious' the process is called ‘influence’. Social influence is exerted by institutions such as schools and mass media, ‘opinion leaders’, and by groups to which people belong or feel attached. The results of empirical research indicate that influence is stronger when the sources of influence are consistent. For example, the influence of mass media is stronger when the content coincides with the opinion of one's ‘opinion leader’. When there are discrepancies, the influence of mass media is limited. This explains the mechanism of ‘brainwashing’ or ‘mind control.’ However, the mode of influence not only changes attitude through persuasion. The sources of influence can control the salience of people's perception. For example, by determininig what is important or what to think at the time of election, mass media and political leaders can influence people's voting behavior. Also, mass media tell people what others think, what is in fashion and what is passé. Both humans and animals instinctively know that it is safer to belong to a group than to be isolated. Therefore, people tend to be loyal to the norms of the group to which they belong and comply with its mores. In societies were ‘honor’, ‘shame’, and ‘face’, are critical virtues, not only the group's members but also ‘mere acquanitances’ are a source of influence.