Spiral of Silence

The spiral of silence theory (Maibach et al., 2016) posits that humans are less willing to express their opinions when they believe that they are not shared by others, and this unfortunately influences public opinion.

Specifically, the perception that one’s opinion is unpopular tends to inhibit or discourage one’s expression of it, while the perception that it is popular tends to have the opposite effect. Developed by German survey and communication researcher Elisabeth Noelle-Neumann in the 1960s and 1970s, the spiral of silence theory more broadly attempts to describe collective opinion formation and societal decision making regarding issues that are controversial or morally loaded.

According to the spiral of silence theory, most people have a natural and mostly unconscious fear of social isolation that prompts them to constantly monitor the behaviour of others for signs of approval, or disapproval. People also issue their own “threats” of isolation—mostly unconsciously—through behaviour such as criticizing someone, turning away from someone, scowling at someone, laughing at someone, and so on. To avoid isolation, people tend to refrain from publicly stating their views on controversial matters when they perceive that doing so would attract criticism, scorn, laughter, or other signs of disapproval. 

Conversely, those who sense that their opinions will meet with approval tend to voice them fearlessly and at times vociferously. Indeed, speaking out in such a way tends to enhance the threat of isolation faced by supporters of the opposing position, reinforcing their sense of being alone. Thus a spiraling process begins, the dominant camp becoming ever louder and more self-confident while the other camp becomes increasingly silent.