Social Influence & Persuasion — Propaganda, Media, Behavioural Change Campaigns

What should you study in Social Influence & Persuasion?

• Persuasion — central vs peripheral routes (Elaboration Likelihood Model)
• Propaganda techniques — framing, fear appeals, social proof
• Nudge theory — Thaler & Sunstein; behavioural change in policy
• Mass media influence — agenda-setting, framing, priming effects

How often is Social Influence & Persuasion asked in UPSC Mains?

Asked in 4 of 10 years, including 1 of the last 5. Highlighted years below are the ones it appeared in.

1. 2016: asked
2. 2017: not asked
3. 2018: asked
4. 2019: not asked
5. 2020: asked
6. 2021: not asked
7. 2022: asked
8. 2023: not asked
9. 2024: not asked
10. 2025: not asked

About the Mains GS Paper IV paper

GS Paper IV is the 250-mark Mains paper on ethics, integrity and aptitude, including case studies. See all 34 Mains GS Paper IV topics.

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