Spiral silence

 Spiral silence

Spiral of silence, in the study of human communication and public opinion, the theory that people’s willingness to express their opinions on controversial public issues is affected by their largely unconscious perception of those opinions as being either popular or unpopular. Specifically, the perception that one’s opinion is unpopular tends to inhibit or discourage one’s expression of it, while the perception that it is popular tends to have the opposite effect. Developed by German survey and communication researcher Elisabeth Noelle-Neumann in the 1960s and ’70s, the spiral of silence theory more broadly attempts to describe collective opinion formation and societal decision making regarding issues that are controversial or morally loaded.

Theory:

The one view dominated the public scene and others disappeared from the public awareness as it adherents became silent. In other words, the people fear of separation or isolation those around them, they tend to keep their attitudes to themselves when they think they are in the minority.  This process is called “Spiral of Silence”.

 

The theory of the spiral of silence is based on ‘more than two decades of primary and investigative research that built on 200 years of research about public opinion’ , while Noelle-Neumann’s socio-

psychological mechanism has been widely researched as an integral process of public 

opinion formation. In particular, one of its strongest contributions to research lies in Noelle-Neumann’s view of public opinion as ‘social control’. Contrary to the model of public opinion as rationality, according to which individua. , despite its widespread appreciation, the spiral of silence theory has also attracted some criticism. For example, Scheufele and Moy (20mquestion whether fear of isolation is a strong enough reason to discourage speaking out; other studies question the relationship between some elements of the theory, such as ‘media use, perception of the climate of opinion, and expression of 

individuals’ opinion’ or suggest that the media may be less influential than other factors in determining a climate of opinion

Mass media's effects on both public opinion and the perception of the public opinion are central to the Spiral of Silence Theory. One of the earliest works that called attention to the relationship between media and the formation of public opinion was Walter Lippmann's book "Public Opinion," published in 1923. Ideas of Lippmann regarding the effects of media influenced the emergence of the Spiral of Silence Theory. As she is building the spiral theory, Noelle-Neumann states that the reader can only complete and explain the world by making use of a consciousness which in large measure has been created by the mass media.

Explanation of the Theory 

The theory explains the formation of social norms at both the micro and macro level. As a micro-theory, the spiral of silence examines opinion expression, controlling for people's predispositions – such as fear of isolation, and also demographic variables that have been shown to influence people's willingness to publicly express opinions on issues, such as agricultural biotechnology. The spiral of silence occurs on a macro level if more and more members of the perceived minority fall silent. This is when public perceptions of the opinion climate begin to shift. In other words, a person's individual reluctance to express his or her opinion, simply based on perceptions of what everyone else thinks, has important implications at the social level. As one opinion gains interest, the amount of exposure it receives increases, leading the public to believe it to be the majority. The perceived minority then faces the threat and fear of isolation from society unless they conform. As the opinion gains momentum, the perceived minority falls deeper into their silence. This continues until the perceived minority no longer speaks out against it, either by presenting an image of agreement or actually conforming, and the opinion of the perceived majority ultimately becomes a social norm.

Theory and media

Noelle-Neuman regards media central to the formulation of the Spiral of Silence Theory, whereas some scholars argue whether the dominant idea in one's social environment overwhelms the dominant idea that media propose as the perceived social norm. Some empirical research align with this perspective; suggesting that the "micro-climate" of an individual overwhelms the effects of the media. Other articles further suggest that talking with others is the primary way of understanding the opinion climate.Social Media has contributed to the Spiral of Silence Theory. Researchers, Chaudhry & Gruzd (2019) found that social media actually weakens this theory. This theory suggests that the minority are uncomfortable expressing their opinions because of the fear of isolation, but, "the vocal minority are comfortable expressing unpopular views, questioning the explanatory power of this popular theory in the online context."

Media shows what majority thinks to be true as true. It acts as a source to influence public opinion and measure its rate. Spiral of Silence Theory takes media as a reference. The theory explains its psychological influence on individual behavior conforming them to majority views.Here, dominant opinions of mass media and interpersonal support work together to suppress general public opinions. These opinions are different than what most people think.

Examples of Spiral of Silence Theory

In political elections, usually people are asked about their thoughts on candidates. They try to support the popular candidate confidently or do not give out their opinions. This explains the theory.

In 1991, support for Gulf War from the people of U.S. was measured through survey. The results showed that most people were opposed to the war and were not supportive. Rather, media, which was supportive of the government and war, showed otherwise. People, who got information through media, were more supportive of war as they wanted to be in the majority.

This is spiral of silence. People who did not support the war were many, but did not speak up against it. They got the view that what media showed was the view of the majority.

When a new rule is set in any organization, most of the employees do not complain. The minority who want to protest also can’t do it due to the fear of isolation.

Advantages and Disadvantages:

Spiral of Silence theory has both micro level and macro level explanatory process.

It works well during the public campaign, Senate and Parliament.

Spiral of silence theory – which helps to raise question about considering the role and responsibility of media in the society.

The theory which is not considering the other explanation of silencing. In some cases the person may feel the majority’s ideas or opinion is much better than his own view.

It portrait overly negative view of media influence the average people.

Criticisms of Spiral of Silence Theory

Individual personality differences influences in people voicing their opinions or not. Shameless or over-confident people can speak anything they like even if they fall on the minority group.

Other aspects like a person’s political inactiveness prevents spiral of silence to work, even if he is in minority.

People’s fear to be isolated from their immediate small social circle, like their family and friends, is more pronounced.

People will find other group of people who share similar opinions if they want.

Culture also plays a great role in the behavior of people to speak against anything. Individualistic cultures promote freedom of speech, whereas collectivist cultures want conformation to groups.

                                    - Shruti Nag