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Conversion theory is Serge Moscovici's conceptual analysis of the cognitive and interpersonal processes that mediate the direct and indirect impact of a consistent minority on the majority (Moscovici, 1976).
Moscovici's (1980, 1985) conversion theory outlines a dual process of social influence. When an individual's views differ from the majority view, this causes inner turmoil, motivating the individual to reduce conflict by using a comparison process, leading to compliance and public acceptance of the majority position to avoid ostracism and potential ridicule. [3]
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.
Conversion: Those in the majority begin to accept and internalize the arguments of the minority privately. Innovation: After understanding that others began to share the same views, members of the majority began to publicly acknowledge the views of the minority. In Moscovici’s four-stage theory, there are two limitations.
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 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 .
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.
The contemporary paradigm of conversion views the conversion process as a highly intellectual, well thought out gradual process. This contemporary model is a contrast to the classic model, and gradual conversion has been identified by Strickland [7] as a contrast to sudden conversion. Scobie [1] terms it an "unconscious conversion". Typically ...