The Spiral of Silence Theory was developed by Elisabeth Noelle – Neumann in the mid 1970s. The theory describes a key aspect of society in which majority opinion is seen as correct, whether or not it is proven to be. This occurs on a global level as the theory was first presented in Germany and later translated to English and further spread (ENNADMIN, 2015). Still relating to modern day society, the Spiral of Silence theory is complex, affects people worldwide, and has a wide range of effects – primarily negative.
This theory is near impossible to understand from a one or two sentence definition. Due to its complexity, in addition to elaborate explanations there are models and diagrams that explain how the theory affects so many with the immense impact it has. In an overview of the book that was published by Neumann introducing the theory, it is described to “…explains how sways in public opinion may come about, especially in morally and emotionally laden debates” (ENNADMIN, 2015). However, this could be difficult to comprehend by some so diagrams were created to help the general masses grasp the theory.
These models use arrows to show how a majority of the populace will express an opinion as right or wrong, and it gains a dominant status. With all things, there will be those who oppose the “dominant” opinion and speak up in attempt to show their opposition. In turn, these people will often be cast out or harassed for going against the so-perceived correct answer. While this occasionally happens face to face, it often occurs on an internet platform allowing millions to view it. The negativity cast upon those who differ from the majority oftens discourages many from sharing any opinion that does not correlate with the majorities. It silences variety, hence the theory’s name.
Humans are not solitary creatures, therefore isolation is an innate fear for most people and “…prompts them to constantly monitor the behaviour of others for signs of approval or disapproval.” (Peterson, 2016). The Spiral of Silence theory affects people all over the world. For example, the relationship between professional athletes and the media is greatly impacted by the theory. How the athletes are expected to interact with and handle pressure from the media is often against their personal opinions and desires. In 2015, NBA player Kevin Durant shared his true opinion on how much power the media has regarding how sports are portrayed to the public, and that people with insufficient knowledge of the players and the inner workings of the game were nearly running the sport. “The media blitz that followed his outcry on what he felt was an uninformed, fickle, biased and too powerful sports media convinced him to apologize and for the present, to remain quiet.” (Akil, 2015). This incident is a perfect example of how large the media and its influence is as it can literally silence some of the most well known figures in sports.
An additional example of just how extensive the effects of the Spiral of Silence theory can be is within countries who have a designated or prefered religion. The last example showed how media affects industries and popularity, while this example shows how governments will actually use the theory to diminish religions and beliefs that do not coincide with the “prefered” or sometimes legally designated national religion. “But often the distinction comes with tangible advantages in terms of legal or tax status, ownership of real estate or other property, and access to financial support from the state. In addition, countries with state-endorsed (or “established”) faiths tend to more severely regulate religious practice, including placing restrictions or bans on minority religious groups.” (Mitchell, 2017). While not only punishing those who differentiate themselves, the governments are supporting those who comply with the religious state, and therefore enhancing the dominant stance for which it holds.
Another example of the theory’s interaction with government occured in America after the tragic events of September 11th, 2001. The tragedy sparked an unbelievable level of patriotism within the American population, however the people where spilt when it came to deciding what the best course of action to take was. The majority of Americans called for immediate war on those who had committed such a horrendous act upon us, while a smaller portion felt that war was not the most effective strategy at that specific time. However, those who had an opposition to war kept quiet for the most part as “To have expressed those thoughts one could have faced censure, ostracization or could have been called unpatriotic.” (Akil, 2015). In American society, being patriotic is one of the few threads that holds almost all Americans together, a rare shared value, and in such a vulnerable time, it is of no surprise that people kept quiet as to be considered unpatriotic would have been one of the most detrimental forms of exclusion.
While the visible effects of this theory have been presented, the impact on the individual remain unclear. “The closer an individual feels their opinion resides to the held majority opinion the more likely they are to be willing to voice it in public discourse.” (Mass Communication Theory, 2014) While this reference is from 2014, it certainly holds true in today’s #Me Too Movement. The Spiral of Silence Theory tells us when something isn’t talked about, it becomes harder to talk about. The Me Too Movement seems to use the Spiral of Silence in a positive way, turning it into the Spiral of Speaking. It flips social pressure from not wanting to stand out to wanting to be a part if it. No one ever wants to be the first to speak, however, everyone wants to be the second. Women identified as part of this group – unacceptable things happened to them also, so they understood and believed what the first speaker said.
The entertainment industry gave so much power to the executives and there was a tendency that women’s careers could be disrupted if you showed open opposition to those in power. Women chose not to invoke rights out of fear and oppression. Toxic masculinity, sexual harassment and assault permeated Hollywood, yet people stayed silent and even enabled it. When the first victim came forward, few anticipated how transformative a cultural moment they would spark. In the court of public opinion, they were guilty. The frenzy of the movement accelerated the speed in which truly powerful people went down hard.
This theory shows a dangerous trend in modern society. Advancements, movements, and efficiency changes in all aspects of life from the automotive industry, to civil rights, to modern medicine have been developed by those who went against the grain, and/or keep looking and went above and beyond what had already been deemed as “good enough”. Without further progression, and more people breaking away from “normal” and “right”, society will cease to advance. All facets of life will become stagnant, and potentially destructive. It is essential that the existence of this theory is further research, broadcasted to the people, and hopefully reversed or brought to have a lesser impact so that the world may continue to advance itself for its ever growing population.