Matakuliah
Tahun
: Psikologi Sosial dan Intervensi Psikologi
: 2009/2010
Strategi-strategi di dalam
perubahan sosial
Pertemuan 17 & 18
Tujuan
• Mahasiswa dapat menunjukkan Perubahan dan masalah
sosial mengenai kejadian sosial dan intervensinya
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1. Power Strategy
• One that attempts to produce behavioral through the use
of agent-controlled sanctions
• For change agents who have no authority over the
change target, two resources exist:
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1. If the change agent views the the change target as an
enemy, the power strategy takes the form of force or
threat of force—noncoorperation, demonstration,
harrasment, or violence
2. If the change agent is neither an authority figure, or an
enemy of the change target, the power strategy often
takes the form of payment—(gift or bribes) to induce
the desire behavior
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A Persuasion Strategy
• one that attempts to induce the desired behavior in the
change target through identifying the social object with
the change agents existing beliefs or values
• Attempts to find argument showing that the desired
behavior serves the natural interests of the change
target
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Three types of persuasive
• Logos
– Appeals to logic
• Pathos
– appeals to emotion
• Ethos
– appeals to values
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Appeals to logic
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Appeals to Emotion
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Appeals to Values
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A Reeducative strategy
• Strategy is one that attempts to induce the desired
behavior in the change target through the internalization
of new beliefs or value
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• The reeducative strategies in an antismoking campaign
will try to formulate messages directed at modifying
either the beliefs or the values of the change target
– A belief-modification strategy would attempt to alter
their psychological beliefs about death so that in
coming to felt awarness of their mortality, they will feel
dissonance over continuing the smoke
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Selected Factors influencing strategy
development
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Goals
Change target
Resources
Contsraint and oppurtinities
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Goals
• Mutuality of goals between change agency and change
target
• Magnitude of change intended
• Timetable
• Selection of strategy and tactics
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Change target
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Appraisal of change target system by change agent
Is there a felt a felt need?
What motivates felt need
Can change target system be segmented
Sources and nature of anticipated resistance
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Resource
• Change target, change agency and other’s resources
available for initiating change
• Resources for sustaining change
• Conversion of resource into social energy
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Constraints and opportunities
• Constraints and opportunities associated with change
agency
• Constraint and opportunities associated with change
target
• Constraints and opportunities inherent in goal’s being
pursued
• Constraints and opportunities inherent in strtegies and
tactics being pursued
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Other dimension attached to strategy
• The initial and continuing cost
• Clarity of the result
– Can the effects of the strategy provide information
allowing for continous modification
• Risk and uncertainty
– What dysfunctional attributes does the strategy have?
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