Spiral of Silence Theory

Elisabeth Noelle-Neumannwho formulated the theory in Germany in 1974

if a person thinks if a person thinks their opinion is not their opinion is not

shared by the shared by the majority they will majority they will

most likely either…most likely either…

Express the Express the opinion they opinion they think the think the majority majority DOES holdDOES hold

Remain Silent.

People are People are afraid of afraid of being being rejected, or rejected, or isolatedisolated, , from the from the group.group.

Because of this fear, the minority opinion is kept quiet, appearing to

become even less widely supported, causing less

willingness of others to express that particular opinion, and eventually

silencing the opinion altogether.

But how do But how do people people know what know what the the “majority “majority opinion” opinion” is?is?

The mass media The mass media provides a picture provides a picture of the dominantly of the dominantly

accepted social accepted social norms, customs, norms, customs,

styles of clothing, styles of clothing, and what to and what to

think/believe.think/believe.

FOR THE STUDY OF COMMUNCIATION, THESE

CONCEPTS MATTER TO RESEARCHERS OF:

1. public opinion2. the individual and interpersonal communication3. mass media and communication

We are all exposed to the mass media in at

least one way or another

You are using the internet to

view my presentation at

this very moment!

Therefore, we are all at risk of…

the spiral of silence effect.

Unless, of course, Unless, of course, you are a you are a

HARDCOREHARDCORE::A person who is not effected by social pressure and does not fear isolation from the

crowd, and therefore holds a strong, unchanging position.

*Presenter's Choice…

Strong enough to DEFEAT the Strong enough to DEFEAT the spiral of silence effect!spiral of silence effect!

 Does this theory apply to other cultures? Or is it specific to its country

of origin, Germany?

Is “fear of isolation” really the main factor

of willingness to express opinion in

experimental studies?

Is the hypothetical nature of these

studies appropriate to examine spiral of

silence?

These unanswered questions These unanswered questions will serve as motivation for will serve as motivation for further research into spiral further research into spiral

of silence in years to come. of silence in years to come.