Elisabeth Noelle-Neumann (1919-2010)

Spiral of Silence

(reading: The Spiral of Silence, selected chapters)

Opinions that are not expressed tend to fade away, and finally to disappear.

Ideas that are un-expressed, become un-thought, and finally, un-thinkable.

The Hypothesis of the Spiral of Silence is based on three assumptions:

1 – Human Social Nature (Social Skin)

Fear of Isolation – Band-Wagon Effect

2 – Human Capability of Perceiving the climate of Opinion – Quasi Statistical Sense

3 – The role of silence in Public Opinion Dynamics

Conformity

Public Opinion Defined

Childs, Harwood L.: “Public Opinion: Nature, Formation, and Role”

“There exists at any given time a body of beliefs, convictions, sentiments, accepted principles, or firmly rooted prejudices, which taken together, make up the public opinion of a particular era, or what we may call the reigning or predominant current of opinion.”

“Perhaps it sounds a bit harsh, but it requires only a moderate understanding of human nature to show that such a thing as an intelligent public opinion is not possible.”

“Public Opinion is the social judgment reached upon a question of general civic import after conscious, rational, public discussion.”

Elisabeth Noelle-Neumann’s  Definition

“Opinion on controversial issues that one can express in public without isolating oneself.”

“In the field of consolidated traditions, morals, and above all, norms, the opinions and behaviors of public opinion are opinions and behaviors that one must express or adopt if one is not going to isolate oneself.”

Pancultural Phenomenon

Public opinion appears at any time and in any place.

Colin M. Turnbull’ “The Forest People”

(customs of the Pygmies in the Congo Forrest)

Margaret Mead’s “Public Opinion Mechanisms among Primitive People”

(Pacific islands natives)

The Pillory

Honor penalties: aimed at destroying the individual’s self-esteem.

That these penalties have existed at all times and in all cultures testifies to a constant in human nature.

Honor penalties take advantage of the human being’s delicate “social nature”

The pillory was ingenuously  designed to attract the greatest possible public notice.

It was erected in the marketplace or at a busy crossroads.

Commonly it took place Sundays or during special holidays.

The delinquent’s name and offense was written on a slate , which he had to wear around his neck.

Passing crowd, protected by anonymity, insulted him/her, or threw filth.

Challengers of Public Opinion

Avant-garde / hard core

Heretics

Outsiders

“The concept of the Spiral of Silence reserves the possibility of changing society to those who either know no fear of isolation or have overcome it”.

Rousseau: “I must learn to bear ridicule and blame”.

Mass Media and Public Opinion

Dual Climate of Opinion

“It only happens when the climate of opinion among the people and the dominant among media journalists diverge”.

“Pluralistic Ignorance”:

The people misjudge the people.

The Spiral of Silence has the effect of a self-fulfilling prophecy.

Articulation Function of Mass Media

Those whose point of view is not represented by the media are effectively mute.

“The media provide people with the words and phrases they can use to defend a point of view”.

If people find no current, frequently repeated expressions for their point of view, they lapse into silence.