Spiral of Silence

Spiral of Silence is a communications theory that explains the dynamics of expressing one’s opinion in a public setting. This theory states that social groups or individuals who perceive their opinions as unpopular or losing popularity are less likely to express their position (Glynn et al., 1997). This, in turn, reinforces the expression of contradicting opinions and leads to a spiraling effect, where a particular side of an argument may not be expressed. It is important to note that this is solely a function of perception and does not need to represent objective reality. Furthermore, this does not immediately change the opinion of the people who are suppressed, and often, the perceived minority turns out to be a majority; thus, the term “silent majority.” It takes a relatively small amount of very vocal proponents to suppress a particular opinion, making it particularly easy to weaponize in an influence operation.

A prime example of Spiral of Silence is Cancel Culture. To reinforce the effect, people who express unpopular believes are attacked and shamed in public.

As individuals become hesitant to express themselves, the number of dissenting opinions in a group starts to decrease, creating an Echo Chamber. More in the next post.

Recommended Reading

Glynn, C. J., Hayes, A. F., & Shanahan, J. (1997). Perceived support for one’s opinions and willingness to speak out: A meta-analysis of survey studies on the “Spiral of Silence.” Public Opinion Quarterly, 61(3), 452-. Gale Academic OneFile.
Noelle-Neumann, E. (1974). The Spiral of Silence a Theory of Public Opinion. Journal of Communication, 24(2), 43–51. https://doi.org/10.1111/j.1460-2466.1974.tb00367.x