 What
is the Spiral of Silence? Description
The Spiral of Silence method from Elisabeth Noelle-Neumann is a
model which explains why people are unwilling to express their opinions in
public when they believe that they are in the minority. The spiral of silence
model describes the increasing pressure which people are noticing to conceal
their views, when they think that they are in the minority. The framework
is based on three assumptions:
- People have a "quasi-statistical organ", a sixth-sense, which
allows them to know the prevailing public opinion. Even without access to
polls.
- People have a fear of isolation and know what behaviors will
increase the likelihood of being socially isolated.
- People are reticent to express their minority views. Primarily
out of fear of being isolated.
In her 1984 book, Noelle-Neumann examines public opinion as a form of social
control. Individuals almost instinctively notice the opinions of those around
them. They shape their behavior to prevailing attitudes about what is acceptable.
The closer a person believes the opinion held is similar to the prevailing
public opinion, the more he is willing to openly disclose that opinion in
public. Then, if public sentiment changes, the person will recognize that
the opinion is less in favor. Now he will be less willing to express that
opinion publicly. If the perceived distance between public opinion and a person's
personal opinion grows, that person will be less likely to want to express
his opinion.
Origin of the Spiral of Silence. History
Conducted survey research about growth and spread of public opinion.
Usage of the spiral of silence. Applications
- Research on the effect of massmedia.
- Sensory input and how people detect changes in public opinion.
- Statistical polling.
- Public opinion research.
Steps in the Spiral of Silence. Process
Noelle-Neumann recommends two questions to sample the barometric readings
inside the heads of people:
- Regardless of your personal opinion, do you think most people...? →
Present climate.
- Will more people or less people think this way a year from now? → Future
forecast.
Strengths of the Spiral of Silence. Benefits
- Defines why people are not willing to express their opinion if they
are in the minority.
- Explains why people prefer to withhold their true feelings. Rather than
take the risk of being isolated.
- Is a good model in relating media effects to public opinion.
- Processes of public opinion hold the society together. Spirals of silence
solve conflicts that can threat the society, if they remain unsolved.
Limitations of the Spiral of Silence. Disadvantages
- The rare phenomenon of a ‘double climate of opinion’ can be observed,
when the opinions provided by the mass media are not consistent with the
opinions prevalent among most people outside the mass media
- Are we really good at assessing public opinion?
- Are we really good at assessing if we are in the majority or minority?
Pluralistic ignorance may hinder this. I.e. the mistaken assumption
of people that everyone thinks similar like they do.
- How can we determine whether someone truly believes that he is in the
majority or not?
- Theory does not do justice to the pervasive impact of committed deviants
on public opinion.
Book: Elisabeth
Noelle-Neumann (1984) - The Spiral of Silence: Public Opinion - Our social
skin -
Book: Elisabeth
Noelle-Neumann (1991) - The theory of public opinion: The concept of the Spiral
of Silence -
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Can a Threat Create a Spiral of Silence?
"Can managers create a spiral of silence amongst their subordinates by threatening action? Or is the spiral of silence model an inappropriate device for analysing subordinate behaviour?" |
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Spiral of Silence is good Model
"As a journalist here in Malawi, I really enjoyed the 'spiral of silence' topic. The first day I had it in my class, it was really amazing to know about why people are not willing to express their opin..." |
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Keep in touch with this topic
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Spiral of Silence Special Interest Group
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Compare with Spiral of Silence:
Groupthink | Core
Group Theory |
Six Thinking Hats
| Delphi Method
| Metaplan |
Framing |
Levels of Culture
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Changing
Organization Cultures |
Brainstorming |
Spiral Dynamics
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