Spiral of Silence Theory
The Spiral of Silence Theory is a theory developed by German political scientist Elisabeth Noelle-Neumann and was first introduced in her book, “The Spiral of Silence: Public Opinion--Our Social Skin”. This theory proposes that individuals are more likely to express opinions that are evident in the public’s majority opinion as opposed to minority opinions, and that minority opinions have difficulty becoming part of public discourse. In other words, the fear of isolation or “being left out” leads to the silence of individuals who oppose the majority opinion.
The states of public opinion within any given society is “like a gigantic wheel that revolves with an immense force and a wide range”, and each individual will exhibit a certain amount of uncertainty or anticipatory anxiety concerning his or her own personal opinion. This anxiety is the result of “fear of isolation” because of a lack of support for his or her opinion and the hope for acceptance of their opinion. If it is evident that the majority supports a certain idea, the individual’s fear of isolation is lessened and that person is more likely to express his or her opinion. On the other hand, if the individual’s opinion is in the minority, he or she is likely to remain silent in fear of isolation. This fear of isolation serves as an obstacle or an inhibitory force which prevents individuals from expressing their opinion. Thus, this theory is based on the idea that public opinion relies on public visibility, which is in turn created by individual decisions to express or remain silent.
In her book on the Spiral of Silence Theory, Noelle-Neumann states that “the opinion of those who conform to majority opinion is higher than that of those who oppose it”. This is because, in general, the individuals’ opinions are usually characterized by the majority opinion. Therefore, even if an individual does not know what the majority opinion is, his opinions will usually be in line with it if it is evident that the majority agrees with it. The notion of conformity and agreement between a majority opinion and an individual opinion is essential in the formation and stability of public opinion. Any indication of a contrary opinion will be suppressed or disseminated, depending on the visible general opinion. This indicates that the Spiral of Silence Theory is not only concerned with the fear of isolation, but also the desire to conform and be accepted.
Noelle-Neumann believes that society works in a cyclical pattern. This cyclical pattern is referred to as the “spiral” of silence and involves a “two-way process”. On one hand, if individuals fear the rejection or punishment of their opinion, they are likely to remain silent or adhere to the majority opinion. On the other hand, if they receive support or “visible reinforcement” from their peers, their opinion will be more likely to be voiced. This process is cyclical in that individuals are more likely to express their opinion if it is in line with the majority’s opinion and others will then express the same opinion in hopes of being accepted. This cycle increases the visibility of the majority opinion and reduces the visibility of the minority opinion.
The Spiral of Silence Theory has been used to study how public opinion is formed, how it is sustained and also how it changes. It is used to explain why minority opinions are not able to make an impact on public discourse, especially in relation to media coverage or press coverage. It is also used to explain why individuals are more likely to express opinions they know or agree with as opposed to minority opinions.
The Spiral of Silence Theory is an important concept in understanding how public opinion is formed and sustained. It makes clear the importance of visible agreement or reinforcement in the formation and stability of public opinion, as well as in the visibility of minority opinions. The fear of isolation and the desire to conform to the majority opinion can result in an individual’s silence, but also to their decision to express an opinion in line with the majority. Thus, this theory can be used to explain the formation, maintenance, and change of public opinion.
