An organized effort to encourage or discourage social change is called a... Social Movement
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When an 'organized effort' is taken to try and control social change, it is referred to as Social Movement, because no culture has been the same for a long period of time...
Social change itself is how relationships between populations or people begin to alter what they are- for example, you may be friends with someone, but they betray you- and you're no longer in a friendly relation to each other.
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Have a nice day! :)
~pinetree