What is the basic assumption of the Normative-re-education approach?

The basic assumption of the Normative-re-education approach aligns with the idea that people generally want to go with the flow, seeking alignment with the values and expectations of their environment. This perspective emphasizes the importance of social norms and the notion that individuals are influenced by the existing culture within an organization or community.

In this approach, the focus is on re-educating and reshaping the social norms and values of a group rather than imposing change through pressure or coercion. This method recognizes that individuals are more likely to embrace change when they feel it aligns with their social environment and the collective mindset of their peers. By fostering a supportive atmosphere that encourages acceptance of new ways of thinking and behaving, the approach aims to create a more receptive mindset towards transformation.

Understanding this core assumption helps to explain why elements like cultural alignment, collective engagement, and community-oriented frameworks are vital in managing effective change initiatives.