Minority influence

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] There are two types of social influence: majority influence (resulting in conformity and public compliance) and minority influence (resulting in conversion). Majority influence refers to the majority trying to produce conformity on the minority, while minority influence is converting the majority to adopt the thinking of the minority group.^[2] Unlike other forms of influence, minority influence is often thought of as a more innovative form of social change, because it usually involves a personal shift in private opinion. Examples of minority influence include the civil rights movement in the United States and the anti-apartheid movement in South Africa.