Chapter 10 offers a theoretical integration of the various social influence modalities discussed in previous chapters. It starts by examining the historical evolution of common sense in processes of intersubjectivity and inter-objectivity; social influences are the mechanisms that regulate the normalisation, assimilation and accommodation of new ideas and practices. The chapter elaboratesthe cyclone model of social influence that integrates these three mechanisms in a dynamic and underdetermined process of social change. The chapter summarises the key tenets of the various modalities of social influence in a Periodic Table of Social Influence. The Periodic Table identifies modalities and their properties in the modes of intersubjective and inter-objective interaction, namely face-to-face, mass mediation and designed artefacts. This Periodic Table of Social Influence will support and catalyse further empirical scholarship and investigations concerning social influence that remain highly pertinent in current society.

The opening chapter charts the way from initial concerns with unruly crowds to contemporary social movements. It locates various modalities of social influence within interactive processes and different modes of communication. Social influence must be analysed in relation to a shifting common sense in line with aspirations of individuals or groups. The chapter steps back from an 'empiricist' treatment of social influence that has predominated in the field, and clarifies three conditions of possibility. Firstly, social influence is non-violent. Social influence seeks to institute claims about the world 'rhetorically', without the violence that turns might into right. Secondly, a functioning public sphere, and less the systems of markets and kinship, is the natural place of social influence. This, however, requires a reciprocal orientation before actors can seek to further their own interests. Thirdly, individual differences of citizen competences condition the prevailing social influences in a society. The chapter concludes with an overview of the chapters on the various modalities of social influence that have been investigated to date.

Chapter 9 examines a second necessary extension of the analysis of social influence to a consideration of the effects of designed artefacts in social relations. The chapter starts with an elaboration of the notion of inter-objectivity: designed hardware permeates human social relations as infrastructure, tools, gadgets and instruments. How is different hardware used to implement modalities of social influence? Crowds have historically used barricades to enhance their power. People easily recognise the fait accompli, for example as a wall, installed in a collective effort of construction. Such installations provide boundaries and parameters of attitudes and behaviour afforded by design, but do so without prior consent. Legitimation is achieved post-hoc by cognitive dissonance in analogy to forced-compliance. Resistance to such faits accompli is introduced as a hitherto unrecognised modality of social influence. It functions to evaluate and to redesign hardware and systems in ways that correct the initial designs; resistance potentially innovates on the 'innovation'.

Chapter 4 examines the modality of norm formation, the processes of establishing a common frame of reference for future collective behaviour. It revisits classical studies in social psychology that have demonstrated how social conditions guide perceptual judgment and decision making. Sherif’s autokinetic experiments and Lewin’s group experiments are reviewed in light of an appraisal of necessary conditions for group processes that foster the emergence of social norms for the coordination of individual conduct. The chapter expands these notions to concepts of intersubjectivity and inter-objectivity. The former requires an interpenetration of views by which individuals are able to consider claims and propositions from the vantage point of another’s perspective. This ability enables the establishment of norms that are objective entities, frame social interactions and make social organisation possible. This process is also illustrated by the stabilisation of a scientific-technical facts of 'objectification'. Symmetrically, the framing of social interaction happens via inter-objectivity, the shared usage of designed hardware and infrastructure of society.