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Concept
Spiral of silence
Summary
The spiral of silence theory is a political science and mass communication theory proposed by the German political scientist Elisabeth Noelle-Neumann. It states that an individual's perception of the distribution of public opinion influences that individual's willingness to express their own opinions, which in turn affects the perceptions and, ultimately, willingness of others to express their opinions. The main idea is that people influence each other's willingness to express opinions through social interaction. According to the spiral of silence theory, individuals will be more confident and outward with their opinion when they notice that their personal opinion is shared throughout a group. But if the individual notices that their opinion is unpopular with the group they will be more inclined to be reserved and remain silent. In other words, from the individual's perspective, "not isolating himself is more important than his own judgement", meaning his perception of how others in the group perceive him is more important to himself than the need for his opinion to be heard.
According to Glynn (1995), "the major components of the spiral of silence include (1) an issue of public interest; (2) divisiveness on the issue; (3) a quasi-statistical sense that helps an individual perceive the climate of opinion as well as estimate the majority and minority opinion; (4) 'fear of isolation' from social interaction "(though, whether this is a causal factor in the willingness to speak out is contested)"; (5) an individual's belief that a minority (or 'different') opinion isolates oneself from others; and (6) a 'hardcore' group of people whose opinions are unaffected by others' opinions."
In 1974, Elisabeth Noelle-Neumann, a German political scientist, created the model called "Spiral of Silence". She believed that an "individuals willingness to express his or her opinion was a function of how he or she perceived public opinion." In 1947, Neumann and her husband founded the "Public Opinion Organization" in Germany.
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