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SPIRAL OF SILENCE
Com 103-03Katie Cahill T.I.P.
Brief Exercise
By a show of hands, how many people in this room are Pro-Choice?
{How Many People In This Room Are Pro-Life?
Before I even conducted this experiment I knew that a large chunk of the class would look around the room before raising their hands
How?
Results
SPIRAL OF SILENCE THEORY
The Spiral of Silence Theory
Originated in the ‘30s & ‘40s by Elizabeth Noelle-Neumann
Became “Spiral of Silence Theory” in the ‘70s
Background
Those who are apart of the majority viewpoint will feel more confident speaking out on public opinions
Those who are apart of the minority viewpoint tend to remain silent about their opinion
Media will cover and focus on majority views, leading those in the minority to descend down a “spiral of silence”
Explanation
Core of the theory Founder Noelle-Neumann feels
it was misconstrued Separated into 2 distinct
terms:
Public Opinion & The Theory
“PUBLIC”
Legal Public: “Public Lands” Concerns of Issues of People:
“Public Responsibility of Journalists”
Social-Psychological Side of People: “Public Eye”
3 Different “Publics”
Usually Neglected Aspect of Public Opinion Until Noelle-Neumann
“This Is The Meaning Felt By People In Their Sensitive Social Skin”
EX: Little voice in your head that leads you to conduct yourself in a socially acceptable way when meeting someone newSocial-Psychological
Side
An Expression of an Attitude
Interchangeable With “Acceptable”
Level of Agreement of a Particular Population
Opinion
“Public” + “Opinion” = Public Opinion
Behaviors People Engage in Which are Socially Acceptable
Will Not Lead Those Who Engage to Feel Ostracized
With Matters that are Controversial, Public Opinions are Those We Feel Comfortable in Expressing Without Worrying About Isolation
Because Our Opinions Constantly Change Over Time & Are Often Encouraged By the Mass Media, “The Spiral of Silence Only Holds Sway Over a Society for a Limited Period of Time”
Example: Gay Marriage
Media are the Gatekeepers of Controversy
Ultimately Decide News & Interests of Society
Tend to Create Controversy on a Given Subject
Our Opinions are Therefore Shaped By Our Relationships + Media
Mass Media & Public Opinion
Society Threatens Deviant Individuals With Isolation; Fear of Isolation is Pervasive
This Fear of Isolation Causes Individuals to try to Assess the Climate of Opinion at all Times
Public Behavior is Affected by Public Opinion Assessment
ASSUMPTIONS
Society Threatens Deviant Individuals with Isolation; Fear of Isolation is Pervasive:
Society Wants People to Conform to the Public Opinion
Difference in Values = Fear of Isolation ^
Agree on Common Set of Values = Fear of Isolation ∨
1st Assumption
Asch’s Study
Average Subject Conformed to Group 32% of the Time
74% of the Subjects Conformed at Least Once
Individuals Feel the Need to Agree with Others, Even if they are Wrong
This Fear of Isolation Causes Individuals to try to Assess the Climate or Opinion at all Times:
When we are predicting the viewpoints of others we are using our Quasi-Statistical Sense
(Our Ability to Estimate the Strength of Opposing Sides in a Public Debate)
2nd Assumption
Cont’d
Our Quasi-Statistical Sense is Set Off by Our “Organ”
Organ Heart
When we are feeling nervous or unstable our heart or “organ” is on high-alert
Pluralistic Ignorance: Mistaken Observations
Overestimate People’s Opinions Based on Media Perceptions
Through his we Can be Disillusioned
3rd Assumption
Public Behavior is Affected by Public Opinion Assessment:
Our Behavior is Influenced by Our Evaluations of Public Opinion
When we Gather this Information we can Either Speak or Not Speak
Tend to Avoid Controversial Topics to Which we Lack Majority Support WE KEEP SILENT
Scope: Broad Logical Consistency: Lack of Logical
Consistency Parsimony: Simple Utility: Quite Useful Testability: Easily Testable Heurism: Highly Heuristic Test of Time: So Far…
CRITIQUE
{ {Criticisms
Charles Salmon & F. Gerald Kline (1985): EGO
Carroll Glynn / Andrew Hayes / & James Shanahan (1997): CONFLICTIONS
Carroll Glynn & Jack McLeod (1985): ISOLATION & COMMUNITIES
Noelle-Neumann’s Defense Media Instrumental Not Once Did the
Theory Contradict the Media’s Position
Not all Behaviors can be Sensibly Explained
Logical Consistency
Heurism
English as Official United States Language
Religion in Classroom
Persian - Gulf War in ‘90s
Communication Apprehension
College Student Sexual Values
Computer-Mediated Communication
Personal Account
Discussion Question
Due to the Internet and Its Social-Networking Capabilities, Do You Believe that the Minority in Our Country is Disappearing & that We All Have a Fairly Equal Voice?
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