Sociocultural Change

the process by which an alteration takes place in the structure and function of the social system
(Roger and Shalmaker, 1971)

Change may occur at various levels

individual: health knowledge, attitudes, values, and behavior

intermediate or group: normative beliefs, values, and behavior society: pervasive change

Elements of Change

Innovation

Target of Change Change Agent

Strategies of Change

Characteristics of an INNOVATION

relative advantage impact on social relations divisibility and reversibility complexity

compatibility
communicability

timing

Targets of Change
1. 2. 3. 4. 5.

Innovators Early adopters Early majority adopters Late majority adopters Laggards and non-adopters

Barriers to Change

Cultural Social
Psychological Language

Cultural Barriers

Tradition Fatalism Cultural ethnocentrism Pride and dignity Norms of modesty Unforeseen consequences of planned change Relative value

Social Barriers

Mutual obligations Small group dynamics Public opinion Factionalism Vested interest Loci of authority within the family Loci of authority in the political structure

Psychological Barriers

Perception of the problem Perception of the government Perception of gifts Differential role perception Differing perceptions of purpose

Language Difficulties

Demonstration danger Motor patterns

Stimulants to Change

recognition of need and perception that this can be achieved availability of information access to materials and services no excessive negative sanctions

Motivation to Change

desire for prestige desire for economic gain competitive situation obligation of friendship play motivation religious appeal

Kelmans Model of Attitude Change

Change occurs because of:

Compliance Identification Internalization

Strategies for Social Change

Empirical-Rational

Normative-Reeducative
Power-Coercive
Chin and Benne, 1968

Power-Coercive Approach

Non-violence

Use of political institutions Re-composition and manipulation of power elites