PSYCHOLOGISTS FOR SOCIAL CHANGE
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Social Norms


Use social norms to demonstrate support for social change
​

Who communicates the information is very important when determining how much weight is given to it. Some studies have suggested that people are more likely to act on information if it is delivered by people who look and act like them.24 When considering the impact of hearing a message from a friend or peer, we can consider the role of social norms; this is the idea that we tend to do what people around us are already doing.13 People compare their behaviour with those around them to understand what is expected of them, by the group or by society more generally.
These norms can be developed through social networks at home or at work and can be applied to behaviour changes which might increase social action or engagement in campaigns.4 To further engage people who have shown an interest, social norms could be used to encourage certain behaviours or social action (see box, below).
Many campaigning organisations use social media as a way of further developing their community.25 Engagement through social media might allow the sharing of information and expression of support for a campaign within a person’s social network. This could have the effect of creating a social norm around support for a certain issue. This can also take place through discussion with friends and family, or colleagues in the workplace. 

Born in the NHS
The ‘Born in the NHS’ campaign2has become a popular way for people to assert their identification with, and support for, the NHS. People started by sharing their experiences of the NHS on social media using the twitter hashtag #borninthenhs. This led to the creation of mugs, t-shirts hoodies and badges with the slogan. This could be considered to have set a social norm about valuing the NHS, which also invited others to show whether they also value it.
​

References

23 Wilkinson, R. & Pickett, K. (2010). The spirit level: Why equality is better for everyone. London: Penguin Group.

24 Durantini, M.R., Albarracin, D., Mitchell, A.L., Earl, A.N. & Gillette, J.C. (2006). Conceptualizing the influence of social agents of behavior change: A meta–analysis of the effectiveness of HIV–prevention interventionists for different groups. Psychological Bulletin 132, 212–248.

25 Rodriguez, N. S. (2016). Communicating global inequalities: How LGBTI asylum-specific NGOs use social media as public relations. Public RelationsReview. http://dx.doi.org/10.1016/j. pubrev.2015.12.002


26 Retrieved 02.02.16 from http://peopleshistorynhs. org/encyclopaedia/born-in-the-nhs/ 




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  • Home
  • About
  • Groups
    • England >
      • North East >
        • Sheffield
        • Leeds
      • North West >
        • North East
        • A North West Just Recovery following coronavirus
        • Manchester- PSPO letter
      • Midlands >
        • Midlands
        • Leicester
      • South East >
        • East Anglia
        • Hertfordshire
        • London
        • Oxford
        • Suffolk
        • Surrey
        • Sussex
      • South West >
        • Bristol and Bath
        • South West
    • Ireland
    • Northern Ireland
    • Jersey
    • Scotland
    • Wales - Cymru >
      • Elections 2021
      • Building Resilience and Community Wellbeing
      • Social and Political Causes of Poor Mental Health
      • Responding to Austerity and Mental Health in Wales - Accessible Document
    • Start a New Group
  • Blog
  • Position statements
    • UK >
      • Response to Panorama: Undercover Hospital Abuse Scandal
      • Esther McVey: PSC and RITB response
    • Cymru / Wales >
      • Connecting the Dots Report
      • Chemical Imbalance Myth
      • Review of use of dx PD
      • UK Inhumane Removal Plans
      • WG LGBT+actionplan
      • Ty Coryton
      • Commission on Race and Ethnic Disparities: The Report
      • ECT Review
      • Black Lives Matter
      • COVID 19 and Internet Access
      • Save the T4CYP Programme
      • Support the Mind over matter Report
      • UN Report on Extreme Poverty in the UK Letter
    • England >
      • Psychologists for Social Change support the moratorium on school exclusions in England
      • Racism is Not Entertainment
      • Letter to Jeremy Hunt
      • UK Government Green Paper, Transforming Children and Young People’s Mental Health Provision
      • Exam Crisis
    • Ireland >
      • End Direct Provision
    • Northern Ireland
    • Scotland
  • Campaigns
    • Structural racism demands a structural response
    • Embed anti-racism in the NHS
    • COVID-19 >
      • Mutual Aid
      • COVID and mental health
    • PSC Manifesto 2019
    • Visioning a new education system
    • New Savoy Conference Statement
    • Formulating Policy >
      • Origins of Happiness? PSC response
      • Basic Income: Psychological Impact Assessment
    • Preaching to the Non-Converted
    • Psychologists Against Austerity >
      • Austerity Briefing Paper
      • Everyday Austerity
    • Private Health Watch
  • Join our mailing list