spiral of silence theory
The spiral of silence theory was formed by media theorist Elisabeth Noelle-Neumann. Central to it is the belief "that most of us don't feel very comfortable speaking out about our views if we perceive that we are in the minority" (Sparks, 157). So instead, we desire to hold the view of the majority and "if we think that our view is really the minority view, we would rather keep quiet than risk being isolated or rejected by those to whom we wish to feel attached" (Sparks, 157). This will accordingly lead to a spiral of silence where the minority opinion or view will perish. Now how do the media play into the spiral of silence?
According to Glenn Sparks of Purdue University, it "can be quite dramatic" (157). This can be seen in a survey of opinions on the Gulf War in 1991. Here, media researchers conducted a survey and it was found that a minority had strong support in answers to the questions of the survey despite "strong consensus in favor of the war" by the news media. Upon closer analysis, the researchers found that "those who thought that public opinion was running strongly in favor of the war [as the news media reported] tended to be the ones who expressed strong support themselves." On the contrary, "those who thought that public opinion was mixed or not so strongly in favor of the war were more willing to express neutrality or disagreement" (Sparks, 158). This study is a strong example of the spiral of silence and the news media's strong relationship with it.
According to Glenn Sparks of Purdue University, it "can be quite dramatic" (157). This can be seen in a survey of opinions on the Gulf War in 1991. Here, media researchers conducted a survey and it was found that a minority had strong support in answers to the questions of the survey despite "strong consensus in favor of the war" by the news media. Upon closer analysis, the researchers found that "those who thought that public opinion was running strongly in favor of the war [as the news media reported] tended to be the ones who expressed strong support themselves." On the contrary, "those who thought that public opinion was mixed or not so strongly in favor of the war were more willing to express neutrality or disagreement" (Sparks, 158). This study is a strong example of the spiral of silence and the news media's strong relationship with it.