Spiral of silence

The theory of the spiral of silence is a part of the theory of public opinion, as it was formulated in the 1970s by Elisabeth Noelle - Neumann. According to this theory, the willingness of many people to publicly state their opinion depends, in certain cases, the perceived majority opinion from. The mass media, especially television, significant impact on the recipient and thus on public opinion can exert. Thus, the spiral of silence is a renewed devotion media impact, the hypothesis of the " powerful media ".

Definition

The central assumptions of the spiral of silence are the following:

A function of the mass media in this process is that (in the case of classical silence spiral situation in which an actual minority public appears to be majority ) the de facto minority opinion ( minority opinion ) by the media as parallel and frequently as the majority opinion. To be isolated for fear that it shall refrain in the episode trailer of the actual majority opinion to express their views publicly. This leads Noelle-Neumann back on the social nature of man, which makes him fear isolation and each pressure to conform, that is a pressure to adapt subjects. For this reason, every person is constantly busy trying to look at their surroundings ( " process of quasi- statistical perception of public opinion "). Thus he learns what opinions and attitudes can be expressed publicly, without fear of sanctions ( Konsonanzstreben ). For the process of the spiral of silence that their views means that the supposed minority opinion (ie, the true majority opinion ) with time for the actual minority opinion, as the followers of the actual minority opinion will be encouraged to the extent that the followers of the actual majority opinion silenced, public to express, without fear of isolation. In this way, can adjust a shift in public opinion ultimately actually.

Although modern mass media are not a prerequisite for the emergence of a spiral of silence, amplify and accelerate but certainly the effects that occur due to fear of isolation. Fear of isolation, however, can be observed also in " Mass-media free" societies. Isolation Threatening act as contemporary moral principles against which no one wants to publicly offend, to fear of being shunned.

Formation

The theory of the spiral of silence arose from an observation that Noelle - Neumann first in 1965 and then in 1972 made ​​the federal election campaigns: After representative surveys of the Institute of Allensbach were in 1972, therefore the two major parties, the SPD and CDU / CSU in the question of personal choice intention the population increased continuously head to head, while at the same time, however, among the respondents, the expectation of victory for one of the parties (SPD). As a reason for unilateral changes in the climate of opinion Noelle - Neumann saw the mass media coverage: So looked at a study for the parliamentary elections in 1976, 76 percent of journalists surveyed SPD and FDP as election winner, among the adult population, there were only 33 percent. Also, the voting intentions of the journalists surveyed differed significantly from those of the population: 79 percent of them wanted to SPD or FDP vote, but only 50 percent of the adult population. The declaration sought Noelle-Neumann in the climate of opinion, meaning " in the minds of people who endorsed their views and behaviors, or be rejected" ( Noelle - Neumann 1989). Noelle - Neumann then analyzed their thesis in a comprehensive study of the federal election campaign in 1976, by a panel survey, regular representative surveys, two surveys of journalists and a video recording of the political broadcasts two television programs. As a result, they noted, among journalists with a high level of support in favor of the SPD / FDP - and in the course of the year, a shift in public opinion away from the CDU / CSU towards the subsequent election winner SPD / FDP. But had the choice battle parties, as Noelle - Neumann, The Spiral of Silence successfully combated with all means of public and thereby produced a balance in the climate of opinion. Thus, they could not demonstrate spiral of silence.

As a consequence, especially the CDU / CSU continued in the following years for the introduction of commercial television in order to create a media counterweight to the supposedly left-leaning public- service broadcasters. The particularly large impact that Noelle-Neumann attributes to the TV as opposed to other media based on the fact that zukomme by the alleged suggestiveness and authenticity of television this special credibility. The strong potential effect of television summarizes Noelle-Neumann case along with the three terms Accumulation, consonance and public effect.

Reception

Especially in Germany was Noelle - Neumann's spiral of silence theory controversy and criticism was also widely practiced internationally. The main criticism is the lack of empirical foundation of the theory. So was specifically accused of election analysis from 1976 that Noelle - Neumann had not performed content analysis of television coverage and their assessment of the journalists setting probably primarily based on interviews with print journalists. The fact that there is only 100 journalists were interviewed, is also subject to criticism. Furthermore, no methodologically sound analysis of the complete " Silent " is occupied. Even with the theoretical assumptions Noelle - Neumann other scientists were dissatisfied. So criticism is that Noelle-Neumann emanates from fear of isolation as the sole determinant of the willingness to speak. Other influences such as personality attributes, socializing, etc. are not included.

In summary, it follows that the previously present findings on the spiral of silence are partly contradictory and not yet consistent. Nevertheless, it is in Germany, but also internationally, the subject of numerous empirical studies and theoretical and methodological developments. In addition, in the field of democratic theory, particularly in participatory approaches such as deliberative democracy, which calls for greater public discourse, the rules contained in the spiral of silence criticisms about around Asch's experiments, relevant.

Context of other theoretical approaches

Third-person effect

The third-person effect (Eng. third -person effect) describes that recipients accept from third parties a stronger media effects than himself, the American communications scholar Diana C. Mutz has joined together, the two approaches first. It assumes that a presumed greater media effects on third parties to put back that recipients assume an influence on public opinion and their trend. The mass media opinion is perceived as majority opinion. If this media opinion is incongruent with one's own opinion, this can, according to the theory of the spiral of silence, a silence reinforce tendency. If the media opinion is congruent with one's own opinion, this leads to increased speech or show willingness. In their study, they can prove both the third-person effect and a silence spiral effect. Perceptions of media effects on third parties can cause ( in agreement) a tendency of silence ( when mismatches ) or a speech and pointing Breitschaft.

History

In Noelle - Neumann's work Public Opinion: The discovery of the spiral of silence is particularly by historical investigation about Descartes, Rousseau, Hegel, Homer, Plato, David Hume, John Locke, Edmund Burke and other persons of literature, politics and philosophy, the relationship between social nature of man and the spiral of silence investigated.

Comparable explanations

In other contexts, similar effects have been claimed as in particular:

• Bradley effect ( to the detriment of non-white candidates)
• Shy Tory Factor ( for the benefit of the British Conservatives )
• Flora Syndrome ( to the detriment of women candidates, named after the Canadian politician Flora MacDonald )
• Expectation Expectation