Introduction
The social impact theory is the theory that is applied to individual and inter-group relations as well as tendencies that may be viewed in the course of human communication. In general, the theory investigates the influence of society on individuals and the opposite influence an individual may produce on society. it has been long ago proved that the interrelations of two individuals and influence they may produce on each other highly differ from the distribution of power that occurs between a group and an individual. Together with this, it is a fact that the more the size of the group is, the more effective the influence produced by it on a individual is. The opposite influence is also reducing with the extent of increasing the number of the group on which influence is produced. Scientifically speaking, it is “a model that conceives of influence from other people… acting on individuals, much as physical forces can affect an object” (Leslie).
Main body
There are two types of the social impact theories – first of all, it is the general theory that claims that all forms of social influence, whatever the specific social process, will be proportional to a multiplicative function of the strength, immediacy, and number of people who are the sources of influence, and inversely proportional to the strength, immediacy, and number of people being influenced (Latane and Drigotas).
In contrast to the general theory, or as its consequence, there appeared a dynamic social impact theory that explores the relations between people within and between groups, juxtaposing the influence that may be produced by an individual on a group and vice versa. According to the opinion of Mabry and Sudweeks, the dynamic social impact theory has a disadvantage of not considering the relationd of space, time and communication modality, which makes it limited to a certain extent (Mabry and Sudweeks, p. 2).
The social impact theory has found much support and became very interesting for research as its functionality has been proved in many spheres. There is even a method of utilizing the theory in order to manipulate people and achieve one’s goal: people who are knowledgeable in manipulating people may do it much quicker and easier if they involve some person into their influence thus creating a group, and then continue producing influence on other people with the help of this group. As a result, the number of people in the group enlarges, becomes more powerful and fulfills the initial aim of the initiator. Together with this, the members of the group may not even realize that the follow not their aims but the initially stipulated aim of the person who was the creator of the group.
The discussed theory has been successfully applied in many social events such as massive gathering, propaganda, group work in an organization, learning the principles of convincing people in something. Group pressure is also a common phenomenon in any place where an individual may come across a need to persuade some people thus entering the relations of mutual influence. It is absolutely commonplace to see the examples of the theory in action. “In meetings in the workplace, few will speak out if their opinion differs from the majority” (Social Impact Theory).
Conclusion
The theory has been developed recently; there were many findings represented in the sphere of psychology, furthering its findings. For example, it is interesting to note some of Latane’s findings, for example, that each individual can influence others; but the more people are present, the less influence any one individual will have. Thus, we are more likely to listen attentively to a speaker if we are in a small group than if we were in a large group (Theory of Social Impact).
Works Cited
- Latane, Bibb, and Drigotas, Stephen. Social Impact Theory. 2009.
- Leslie. Social Impact Theory, 2008.
- Mabry, Edward, and Sudweeks, Evelyn. “Assessing the Impacts of Dynamic Social Impact Theory in Asynchronous Groups” Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, 2009.
- Social Impact Theory, 2009. Web.
- Theory of Social Impact, 2009.