The Spiral of Silence and Public Opinion on Affirmative Action

This study sought to more fully explicate the key variables involved in Noelle-Neumann's spiral of silence theory, which states that fear of isolation keeps individuals from expressing opinions perceived to be in the minority. We tested the theory in the context of public discussion about affir...

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Bibliographic Details
Published in:Journalism & mass communication quarterly 2001-04, Vol.78 (1), p.7-25
Main Authors: Moy, Patricia, Domke, David, Stamm, Keith
Format: Article
Language:English
Subjects:
Affirmative Action
Attitude Change
Attitudes
College students
Communication
Conformity
Control Groups
Experiments
Fear
Gender
Interpersonal Relationship
Media coverage
News Media
News Reporting
Public Opinion
Race
Reference Groups
Rejection (Psychology)
Social Behavior
Social Control
Social Integration
Social Isolation
Society
Theory
Washington (State)
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Summary:This study sought to more fully explicate the key variables involved in Noelle-Neumann's spiral of silence theory, which states that fear of isolation keeps individuals from expressing opinions perceived to be in the minority. We tested the theory in the context of public discussion about affirmative action policies, a domain seemingly ideal due to its moral and value-laden characteristics. Data from 217 randomly selected adults in October 1998 indicate that fear of isolation indeed prevents one from publicly voicing perceived minority opinions. Willingness to speak out on a controversial ballot initiative was predicted also by demographics, media use, and importance of the issue. However, it was perceived consonance of one's opinion with family and friends—rather than society at large—that predicted willingness to speak out.
ISSN:1077-6990
2161-430X
DOI:10.1177/107769900107800102