The document discusses Elisabeth Noelle-Neumann's spiral of silence theory of public opinion formation. The theory posits that individuals are less likely to express opinions they believe are in the minority due to a fear of isolation. Neumann developed the theory to explain how the German public came to support the wrong political positions that led to defeat in World War II. The document also covers criticisms of the theory, which include that it does not account for individuals who stand by their views regardless of the majority opinion. It also only cites fear of isolation as the reason for remaining silent, rather than considering other possible reasons.
The theory talks about the relationship between minority and majority of people and how they express themselves. It proves minority people keep silent on their views on any particular subject.
The theory talks about the relationship between minority and majority of people and how they express themselves. It proves minority people keep silent on their views on any particular subject.
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
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Communication: Communication is simply the act of transferring information from one place, person or group to another.
Communication theories: Communication theory is a proposed description of communication phenomena, the relationships among them, a storyline describing these relationships, and an argument for these three elements. Communication theory provides a way of talking about and analyzing key events, processes, and commitments that together form communication
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4. Originator
Elisabeth Noelle-Neumann (1916-2010)
Political Scientist born in Germany.
She wrote for a Nazi newspaper in
1940.
Found “Public Opinion Organization”
President of “World Association for
Public Opinion Research” (1978- 1980)
5. History And Orientation
Neumann (1974) introduced the “spiral of silence” as an
attempt to explain in part how public opinion is formed. She
wondered why the Germans supported wrong political
positions that led to national defeat, humiliation and ruin in the
1930s-1940s.
6. EVOLUTION OF SPIRAL OF
SILENCE THEORY:
Spiral of Silence theory
Neumann indirectly explains the
Jews status during World War II
under Nazi’s control. Here, Adolf
Hitler dominated the whole
society and the minority Jews
became silent due to the fear of
isolation or separation.
7.
8. Basically, the theory argues if a
person thinks their opinion is not
shared by the majority they will
most likely either…
Express the opinion they think the
majority DOES hold OR...
10. “Observations made in one context
[the mass media] spread to another
and encourage people either to
proclaim their views or to swallow
them and keep quiet until, in a
spiraling process, the one view
dominated the public scene and the
other disappeared from public
awareness as its adherents became
mute.
Elisabeth Noelle-Neumann
11.
12.
13. Spiral Of Silence was
introduced to explain
how public Opinion is
formed
Neumann wondered
why Germans
supported wrong
political positions
that lead to national
defeat, humiliation
and ruin in 1930s-
1940s
Why people remain
silent when they feel
their views are in
minority ?
14.
15. The Four Main Parts of the
"Spiral of Silence"
The "quasi-
statistical"
organ.
Public
opinion and
the
"spiraling"
process.
Threat of
isolation.
likelihood of
opinion
expression.
16. Spirals of silence address mass media as a source
of information about the climate of opinion
17. But how do people know what the “Climate of opinion” is?
The mass media
provides a picture of the
dominantly accepted
social norms, customs,
styles of clothing, and
what to think/believe.
18.
19. Role of Media
Media accelerate the
muting of the minority.
The print and electronic
media provide most of
our knowledge about
the world around us.
Media as agents of that
hypothetical sixth sense,
21. Characteristics Of Media
Ubiquity: media is everywhere as source of information
Consonance: the various news media tend to repeat stories and
perspectives across their different individual programs at different
times
Cumulation: the influence of similar values held by the people to
content that media produces.
22. Climates of opinion within digital media
The offline climate of opinion, which is
the perceived opinion in the real-world
An online climate of opinion
A within-forum climate of opinion reflecting the
diverse views inherent within forum participants
28. FRAMEWORK
Spiral of silence theory describe as a dynamic process, the predication about public opinion in
mass media which gives more coverage for the majorities in the society and gives very less
coverage for minorities.
In this social environment, People have fear of rejection to express their opinion or views and they
known well what behaviors will make a better likelihood. It’s called “fear of Isolation”.
Being the part of Minority. People loss their confidence and silent or mute to express their views because of
the fear of isolation or they feel alone or unsupported.
Sometimes the minorities withdraw their expressed opinion from public debates to secure themselves from
the majority.
Maximum numbers get more vocal space in the society and lesser number become less vocal space or
become silent.
29. One criticism is that the theory does not take into
account the hardcore individuals who stand by
their opinions no matter what the group climate
may be.
The fear of isolation is the only reason given for
why people are afraid to express their opinion.
Some researchers think that other reasons are also
possible but not tested yet.
A third criticism involves the concept of public
opinion. Researchers are trying figure out how
people determine public opinion and how
preconceived expectations affect the conversation.
30.
31. STRENGTHS
1. Has macro-and
micro-level
explanatory power
2. Is dynamic
3. Accounts for
shifts in public
opinion, especially
during campaigns
4. Raises important
questions
concerning the role
and responsibility of
news media
32. WEAKNESSES
Has overly pessimistic
view of media
influence and average
people
Ignores other, simpler
explanations of
silencing
Ignores possible
demographic and
cultural differences in
the silencing effect
Discounts power of
community to
counteract the
silencing effect
35. Sources
Davie, G. “Spiral of Silence” Weblog entry. Mass Com Theory. 12 Mar. 2010. Web. 14 Feb. 2014.
"The Spiral of Silence A Theory of Public Opinion." Wiley Online Website. John Wiley & Sons, Inc, 7 Feb. 2006. Web. 04 Feb. 2014.
"Public Opinion Quotes." (2014): n.pag. Brainy Quotes. Web. 21 Feb 2014.
<http://www.brainyquote.com/quotes/keywords/public_opinion.html>.
Scheufle, Dietmar A. "TWENTY-FIVE YEARS OF THE SPIRAL OF SILENCE: A CONCEPTUAL REVIEW AND EMPIRICAL OUTLOOK. "International
Journal of Public Opinion Research. (2000): n. page. Web. 26 Feb. 2014. <http://ijpor.oxfordjournals.org/content/12/1/3.abstract>.
West, Richard. Introducing Communication Theory: Analysis and Application. Fourth Edition. New York: McGraw-Hill, 2010. 410-426. Print.
Childs, David. "Elisabeth Noelle Neumann: Pioneer of public-opinion polling and market research." Independent 10 Apr 2010, n. pag. Web. 26
Feb. 2014. <http://www.independent.co.uk/news/obituaries/elisabeth-noelle-neumann-pioneer-of-publicopinion-polling-and-market-
research-1940766.html>.
