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Contrasting the "majority rules" model of social influence, conversion theory maintains that disagreement within the group results in conflict, and that group members are motivated to reduce that conflict—either by changing their own opinions or attempting to get others to change.
Serge Moscovici (June 14, 1925 – November 15, 2014) [2] born Srul Herş Moscovici, was a Romanian-born French social psychologist, director of the Laboratoire Européen de Psychologie Sociale ("European Laboratory of Social Psychology"), which he co-founded in 1974 at the Maison des sciences de l'homme in Paris.
Social representation theory is a body of theory within social psychology and sociological social psychology. It has parallels in sociological theorizing such as social constructionism and symbolic interactionism , and is similar in some ways to mass consensus and discursive psychology .
Minority influence, a form of social influence, takes place when a member of a minority group influences the majority to accept the minority's beliefs or behavior.This occurs when a small group or an individual acts as an agent of social change by questioning established societal perceptions, and proposing alternative, original ideas which oppose the existing social norms. [1]
A number of theories are held to be particularly relevant to the development of societal psychology, such as Henri Tajfel's theories of social identity and intergroup relations, [3] and Serge Moscovici's theories of social change and minority influence, [4] the theory of social representations, [5] [6] as well as some approaches and methods ...
Inspired by Moscovici's work on social representation theory she further developed it both theoretically and empirically. She took it in an innovative direction in her early research which was concerned with exploring the social dynamics within a rural French community which provided accommodation for adults with mental health problems.
Social identity theory – was developed by Henri Tajfel and examines how categorizing people (including oneself) into ingroups or outgroups affects perceptions, attitudes, and behavior. Social representation theory - was developed by Serge Moscovici and concerns the character of the shared beliefs and practices that typify any collective.
In terms of social representation theory such contradictions highlight the role of representational systems as serving the purpose of relating, social belonging and communication in everyday life. This contrasts with science that aims at veridical representations of the world according to standards of scientific evidence.