spiral of silence
FORMATION OF PUBLIC OPINION
History and Orientation
Neumann (1974) introduced the “spiral of silence” as an attempt to explain in part how public opinion is formed. She wondered why the Germans supported wrong political positions that led to national defeat, humiliation and ruin in the 1930s-1940s.
In an 1974 research article, Elisabeth Noelle-Neumann presented a groundbreaking political science and mass communication theory called ‘Spiral of Silence’ (SoS). SoS is a process when an individual finds his views less popular, in contradiction with the majority, and may lead to ‘isolation’, then (consequently) s/he chooses not to express his/her views. Neumann defines ‘the tendency of the one to speak up and the other to be silent starts off a spiralling process which increasingly establishes one’s opinion as the prevailing one.’ As a result, minority opinion may lead to ‘fear of isolation’, which (may) eventually result into self-censorship
for detailed version visit the following link
.effects-of-the-spiral-of-silence-in-digital-media
In an 1974 research article, Elisabeth Noelle-Neumann presented a groundbreaking political science and mass communication theory called ‘Spiral of Silence’ (SoS). SoS is a process when an individual finds his views less popular, in contradiction with the majority, and may lead to ‘isolation’, then (consequently) s/he chooses not to express his/her views. Neumann defines ‘the tendency of the one to speak up and the other to be silent starts off a spiralling process which increasingly establishes one’s opinion as the prevailing one.’ As a result, minority opinion may lead to ‘fear of isolation’, which (may) eventually result into self-censorship
for detailed version visit the following link
.effects-of-the-spiral-of-silence-in-digital-media
Core Assumptions and Statements
The phrase "spiral of silence" actually refers to how people tend to remain silent when they feel that their views are in the minority. The model is based on three premises: 1) people have a "quasi-statistical organ," a sixth-sense if you will, which allows them to know the prevailing public opinion, even without access to polls, 2) people have a fear of isolation and know what behaviors will increase their likelihood of being socially isolated, and 3) people are reticent to express their minority views, primarily out of fear of being isolated.
The closer a person believes the opinion held is similar to the prevailing public opinion, the more they are willing to openly disclose that opinion in public. Then, if public sentiment changes, the person will recognize that the opinion is less in favor and will be less willing to express that opinion publicly. As the perceived distance between public opinion and a person's personal opinion grows, the more unlikely the person is to express their opinion.
Conceptual Model
Source: Noelle-Neumann (1991).
Favorite Methods
To be added.
Scope and Application
It is related to the mass media, in such a way that mass media influences public opinion. Shifts in public opinion occur commonly and therefore this theory is used to search an explanation for behavior (speak up or stay silent).
The theory has also been criticized for ambiguity and methodological weakness, but the idea has persisted. Evidence of the spiral effect is usually small but significant.
Example
This example shows an effect of the theory where during the 1991 Gulf War the U.S. support for the war was measured. Either it is a consensus view or did media coverage contribute to a spiral of silence that dampened opposition to the war? In a survey that asked about people’s opinions, respondents were clearly less supportive of the war than the popular support depicted by the media. Those who watched television and perceived that the public supported the war, were more likely tot support the war themselves. This study supports the spiral of silence and suggests that people are swayed by bandwagon effects rather than fearing social isolation.
Spiral of Silence
Originally proposed by German political scientist Elisabeth Noelle-Neumann in 1974, Spiral of silence is the term meant to refer to the tendence of people to remain silent when they feel that their views are in opposition to the majority view on a subject. The theory posits that they remain silent for a few reasons:
- Fear of isolation when the group or public realizes that the individual has a divergent opinion from the status quo.
- Fear of reprisal or more extreme isolation, in the sense that voicing said opinion might lead to a negative consequence beyond that of mere isolation (loss of a job, status, etc.)
For this theory to be plausible it relies on the idea that in a given situation we all possess a sort of intuitive way of knowing what the prevailing opinion happens to be. The spiral is created or reinforced when someone in the perceived opinion majority speaks out confidently in support of the majority opinion, hence the minority begins to be more and more distanced from a place where they are comfortable to voice their opinion and begin to experience the aforementioned fears.
The spiral effect is experienced insomuch as this activates a downward spiral where fears continually build within the minority opinion holder, hence the minority opinion is never voiced. Since it’s appearing on this blog you could assume that the theory posits that the mass media has a effect on this process, if you’re assuming that… you’re right on. The media plays an important role in this process, especially in dictating or perceptually dictating the majority opinion.
The closer an individual feels their opinion resides to the held majority opinion the more likely they are to be willing to voice it in public discourse. A few other important tenets to mention: this theory relies heavily on the idea that the opinion must have a distinct moral component (i.e. abortion, legalization of _______ ), no one will experience the spiral of silence trying to talk out what toppings to get on their pizza with roommates.
The theory has some weaknesses or at least points of contention, two of the most notable are those of the vocal minority and the internet. The internet (a.k.a. interwebs, series of tubes – thanks, Al) seemingly levels the playing field, where a minority opinion won’t be felt by the individual as a minority opinion and might be voiced in that arena whereas the individual would have not been so vocal in another place of public discourse. Second, the vocal minority – you know these people, they may be the only one who thinks that cats need to right to vote, but they won’t shut up about it and are seemingly outside of the effects of the Spiral of Silence.
There you have it… Spiral of Silence. Don’t spend it all in one place.
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