Spiral of Silence: Communication Theory

corkscrew of Silence talk TheoryThis is a report based on the communication possible natural action turbinate of Silence and the designate of the report is to investigate the possibleness a great deal into detail, to validate it and to see how it applies to our society, mainly in the I.T effort. The report offlines the determination that I hold researched and complied with the help of books, data bases, ledgers and external sources. Based on the hypothesis, Elizabeth Noelle von von Neumann secernd that if singulars believed that they ar part of the nonage, the slight likely they argon to voice their flavor due to the fear of isolation. There were many a(prenominal) some other theorists that conducted her view and others that had express so before her.There was a variety of surmisal being investigated and in many polar forms only if the all localizeed on one amour which was, the fear of societal isolation. There were many forms of research method used, based on the open view, a country as a whole and as individual view. The possibleness is said to control to very delicate topics such as war, politics, misuse of authority and other views that could cause massive debate. This is the reason why large number exd to think twice when it comes to voicing their views if they believe that they ar in the nonage group. Having a fair idea of what the theory is about, I entrust validate the theory with all the instruction that I make water effect and prove the theory stating if the theory has any connection to our society and individuals. arrangeation garmentPurposeThis report is based on the theory spiral of sleek over those main object is to state how it poop be utilise to everyday situations and in particular the I.T industry. Research is an investigative process where we search consistently for solutions to problems. It is about rules to guide our research and helping us to evaluate the research of others. The function of the research is to running the theory. Research is the instrument used to raise whether a theory is correct or non. It is the process by which data is ga on that pointd to generate a theory and used to canvas a theory. This main purpose for this report is to explain the theory in detail and outline the key issues that the theory sates. Also it helps us understand communication theory better and cle arer, since communication is an important skill to have in the I.T industry and we similarly use it in our everyday lives, it is an important skill to have. There are a bargain of topics and governmental problems that tribe are panicked to talk about and direct out on and so I bequeath try to prove or investigate the theory and see if the theory relates to what it states and if the theorists is credible. fieldIn the report I showament be investigating the theory and its relationship it has to communication. I give also evaluate the credibility of the theorists and the theor y and how it can be applied to the present day situations particularly in the cultivation technology industry. There were a batch of different views expressed and in different context. I result be cerebrate much in the involvement and effect that the media has on us as individuals in forming effects. Since media is seen to play a major parting in this theory, I testament focus more(prenominal) on it exclusively not forgetting the other factors that whitethorn cause the spiral of tranquility. I leave behind also outline several(prenominal) of the tests and experiments that were finished with(p) by some scholars and theorist and evaluate it.LimitationsDuring the overall fulfilment of the project I did face plastered problems and ran into difficulties. Firstly although there was enough time given to stark(a) the research I had other projects to complete, which in turn made it difficult to bundle the report. There was all the same a bit of restriction on the amount o f education that was available on the internet, in that showcase I had rely on the other sources like the pro-quest and the online data base. There werent many books available in the subroutine library that contained information regarding my theory so my tutor was able to issue me with some books which did help me compile my research. The com swaner labs on campus were usually occupied and so I had to do more or less of my research and the typewriting at home.Research MethodsSearching for information and investigating the theory was a very challenging working class to do especially when here were check resources available on the internet. There were information available but most of it had similar information which made it hard to use. I had to use all resources available including library data bases, internet and old scholar journals.I wasnt really able to find any books in the library, but I was able to get two books from my tutor that contained information about my theory a nd it admitd me with a lot of details that helped me understand the theory in details and explained the theory in detail and context. It explained a lot about the theory stating the history and how it is viewed by the domain and each individual.Most of the information which I found on the internet was manly repeated and each website stated almost similar information which really stated the same information. The only relevant information that I was able to use was the information about the theory and the theorist.The Scholar journals did have a bit more information about the theory which mainly based on a research that was done. I found some journal that stated a research and the findings of the investigation. It looked at the theory in a different form in which it was applied in an investigation and research.Structure Of The ReportIn this report I will briefly explain and introduce the theory and then explain the purpose, scope, research methods and limitations of the research. I will also do a literature review that will briefly review some of the sources where I got my information from. The main bole will contain the findings, background, key issues, and application of the theory then lastly evaluate it. In the final part I will summarise my report and then state my credits and thoughts about the theory.Literature check outBook ReviewsBook 1 Communication Theories for cursory LifeJohn R. Baldwin, Stephen D. Perry, Mary Anne Moffitt. (2003). Communication Theories for Everyday Life (1st Edition). Person Allyn Bacon, Inc.SummaryThe book Communication Theories for Everyday Life (New Edition) provides us with a lot of information on the theory by Elizabeth Neumann, The Spiral of lock in. The authors in this book mainly focus the theory spiral of silence based on the media which is said to play an influential character reference. They believe that the media plays an important role in influencing the semi common into making decisions or ideas. They ex plained how the theory provides some acuteness into why we might distract contributing to some governmental discussions but participate fully in others based on our remark of scene in the real world. Sports can also bring out heated opinions in certain settings with fans of a certain team will argue or debate amongst a member of the fence teams. When issues like this arise we tend to be more careful about when and to whom we express our ideas and opinions. We are ceaselessly surveying our environment subconsciously for trends in unexclusive opinions. Television is believed to be the most influential ordinary for this theory since it is everywhere. We whitethorn not own a TV of our own but we see it in stores, airports or at a friends house. Being part of the bulk is what most populate tend to wishing and we will compare our opinions with that of the bulk because we desire social inclusion. Therefore if someone believes he or she is in the minority, that person will be i nhibited from speaking out and expressing the minority view point.Validation later carefully reading and analysing the following abstract from the book, I conclude that the facts that were stated in this book do have some connections to the theory. They have outlined a lot of ideas to what the theory spiral of silence is about. It also points out some important facts mainly that mass media is seen to be a very important beast in changing good deals views or forming their decisions. Since people tend to base their decisions on the volumes choice. It also provides some insight into how television actually has an tinge on the people as a whole. It proves that people are geminate mined on speaking out as a minority and will be more comfortable if they believe that they are part of the majority. Since there is a lot of support in the majority we wont fear social isolation, but if we are in the minority there is not much support and so we fear that we are on our own and so we may be separate. concord to the theory by Elizabeth she believes that mass media does have a huge effect on the theory and so the authors have based most of their finding on Neumanns theory about the media. Most of the information in the abstract concentrates on the medias allure, transplants and apprehensions that it may have on our opinions.Book 2 Introducing Communication Theory compendium ApplicationRichard West, Lynn H. Tuner. (2004). Introducing Communication Theory psychoanalysis Application (2nd Edition). Marquette UniversitySummaryThe Book Introducing Communication Theory Analysis Application, explains the theory spiral of silence by Elizabeth Noelle Neumann. It explains how the media has impacted our opinions and alterationd dramatically over the age. The authors stated that over the years the media has helped to shape and make us what we are today. They believe that Neumann focused on what happened when people provide their opinions on a variety of issues that the media have defined for the habitual. Her theory suggests that people who believe that they hold a minority viewpoint on the habitual issue will remain in the background or isolated. Where their communication will be constrained, those who believe that they hold a majority viewpoint will be encouraged to speak out. Neumann stated that the media will focus more on the majority views period underestimating the minority viewpoint. She believes that the media will only be focused on the minority and their views while forgetting the minority groups. The minority will be less assertive in communicating their opinions therefore leading to a down spiral of communication. The minority will then overestimate their influence and will become emboldened in their opinions where the media reports on their opinions and activities. The media is seen to play a very important role in the theory. The media withdraws to report on the majority groups opinions and activities and only tend to focus on them w here they will be heard by the macrocosm. The minority will then be forgotten and so their opinions and view s are not heard.ValidationThe authors have highlighted some very important points about the theory. jackpot media being the main focus, it has a lot of influence on peoples opinions. It is seen to be a very powerful tool that could change peoples views and mentality. It has the power to influence and change people beliefs, making them believe what they are told or shown. It is human mentality to go with the flow and simply follow the crowd. We are easily convinced just because the majority rules. If we had to debate a topic and asked to choose an answer we tend to choose the group where there is a lot of support forgetting about the minority. The authors are just moving on from Neumanns theory to explaining more into detail the role of the media on our opinions. Thought they may not have done any research on the theory, they have research more on the theory and explained i t in simple terms.Library DatabasesJournal 1 The Spiral of Silence is brokenJose Luis Barberia, Kel Pais Rel Pais. (March 5, 2009). The Spiral of Silence is broken. (1), (6).SummaryThis article was based on an experiment that was done in Taiwan which explored the relationships betwixt vaccination and the spiral of silence theory. According to the writers they believed that vaccination strategies would be able to ease spiral of silence focusing on resistance to counter-attitudinal attack and willingness to speak out for fear of isolation. The study was based on random sampled citizens in Taiwan while he issue being Taiwans political future in relation the rafts Republic of China. The results concluded that Inoculation treatments enhanced peoples resistance to attitude change. The study seeks to integrate the theories of inoculation and the spiral of silence. The factors featured in the spiral of silence theory might have significant implications for inoculation studies.They also stated that Noelle-Neumann initiated some original assumptions of the theory which was individual, media system and societal. They explained that individuals are social beings are afraid of being isolated from their fellow human being. Secondly, in order to avoid being isolated or losing popularity, individuals constantly observe their environment to locate proper positions to enable them to perceive the scattering of opinions. Third is that the individuals are capable of distinguishing between static and fluid opinions. Fourth is the social environment where individual plug-in that their own(prenominal) opinions are spreading and supported by others will voice their opinions confidently in public. In contrast, if they notice their opinions losing ground they will adopt a more reserved attitude when speaking out in public or even withdraw from the public discussion. This is the chain reaction for fear of isolation.ValidationThis journal goes deep into context and explains the the ory deeper and focuses on the human behaviour based on the theory. It was an experiment that was done in Taiwan, exploring the relationships between Inoculation and the spiral of silence theory. It was stated that Inoculation could counter the spiral of silence theory. The study focused more on the human behaviour and explains why we tend to isolate ourselves and are afraid to speak out in public. It helps us understand why the theory affects the minority groups. It examined the emf influences of the individuals construct on opinion expression as a cultural-level and the willingness to express opinions differing across two cultures. The test also saw that the lack of efficacy negatively predicts a willingness to express opinions while the lack of office of ones opinions negatively predicts a willingness to express opinions.Journal 2 The Spiral of Silence and Public opinion on affirmative actionPatricia May, David Domke, Keith Stamm. (Spring, 2001). The Spiral of Silence and Public opinion on affirmative action. (78). (1)This journal was a study done to explain the key variables involved in Elizabeth Noelle-Neumanns Spiral of Silence Theory, which states that fearing isolation is what keeps the individuals from expressing their sought after opinions because they are minority. The authors decided to carry out a test based on the theory but in the context of public discussion which was focused on affirmative action policies. They reviewed selected data from 217 randomly selected adults on October 1998 that indicated fear of isolation. It showed that fear of isolation indeed prevents one from publicly voicing perceived minority opinions. The willingness to speak out on a controversial ballot was predicted also by demographics, media use and the impressiveness of the issue. In recent years, citizens have voted to repeal affirmative action laws and policies that have been enacted in the 1960s and seventies ensuring opportunity regards less of race and gender. I t is believed that this trend caused more harm than good, while others disagreed arguing that affirmative action may be the best approach. There were a lot of public discussions about affirmative action. They believed that Neumann suggest that issues which are controversial tends to make people refrain from expressing their opinions if they believe that it will only be shared by minority. The study basically explores the factors contributing to peoples willingness to speak publicly on controversial topics, focusing on the concept of fear of isolation.ValidationThis journal is another research project investigating more on the theory. They researched it on the public opinions based on affirmative actions. The theory suggests that isolation from the publicly stating our opinions may occur people believe that they are part of the minority group. The study does prove the theory to some extent where they based the study on public opinions which does have a lot to do with the theory becau se it is mainly in public that people are double minded on raising their opinions. People are also cautious when speaking on controversial topics and topics which may raise some concerns or opinions. The study was seen to be successful and so does to some extent prove the theory correct. Overall in this case I can say that the theory is correct and the study done was successful and did test the willingness of the public on the controversial ballot. The only downside would be that they used data from the past and merged it with their research, which elbow room that it may be old or immaterial with the present time.Internet SourcesSource 1 WikipediaWikipedia. (2009). Spiral of silence. Retrieved August 12, 2009, fromSummaryThis web page explains Elizabeth Neumanns theory is a theoretical way. It states that the theory is a political science and mass communication theory. The spiral of silence begins with the fear of retaliation or isolation and escalates from there. Mass media is se en to play a major role in determining what the dominant opinion is, since our observation is limited to a small percentage of the population. Neumann describes the spiral of silence as a dynamic process, where public opinion becomes a fact as mass medias coverage of the majority opinion gets more publicity, and the minority becomes less likely to speak out. The theory is seen to only maintain to moral or opinion issues, not issues that can be proven right or wrong using facts. People who are highly educated, or who have greater affluence or those who do not fear isolation will speak out regardless of public opinions which means the minority is a necessary factor of change while the compliant majority is a necessary factor of stability, with both being a reaping of evolution. Most research is focused on social issues such as smoking and the aftermath of kinfolk 11, 2001.The concept of isolation has a variety of definitions, depending on the circumstances it is investigated in. It could be defined as social withdrawal which means less interaction. Researchers have defined isolation as low levels of peer borrowing or high levels of peer rejection. The features of the internet could not only bring about more people to deliberate by freeing people of the psychological barriers. They have also raised another point where the internet is also another form of expressing their views without fear of isolation because it can be anonymous and there is no human contact which means that the persons identity could be protected. The internet has a lot of users because it liberates people from the social hierarchies and power relations that exists offline without any human contact.ValidationWikipedia is an online web-based encyclopaedia project supported by the non-profit Wikimedia Foundation which provides us with any information that we may neediness. The only problem is that most of the information is post on by the public, which means they may not be proven theoretical ly or have any evidence. Wikipedia looks at the theory in a theoretical perspective which explains the theory in detail and clearer view which is closely connected with the Elizabeth theory. According to the author he/she also believes that mass media plays an important role in the theory and how it works. The concept of isolation is also explained deeper into context where it has varies definitions. It explains the social withdrawal which means less interaction and isolation. It looks at the internet as another medium that has a very huge impact on people. Since it can be accessed from home or anywhere and is gives us choices on what we want to do because it does not include human contact which makes it easier for the minority groups or any individual to express themselves and will not be isolated because it is anonymous.FindingsAbout The TheoristElisabeth Noelle-Neumann is a German political scientist that was born on the 19th of December, 1916. Her most famous contribution is th e feigning of the spiral of silence which is an explanation of how perceived public opinion can influence individual opinions or actions. She earned her Abitur in 1935 in Gttingen and then studied philosophy, history, journalism, and American studies at the Friedrich Wilhelm University, the Knigsberg Albertina University, and the University of Missouri. She lived in the USA from 1937 to 1938 andiIn 1940 she received her PhD concentrating on public opinion research in the USA. Noelle-Neumann was also the president of the World Association for Public Opinion Research from 1978 to 1980 and worked as a guest professor at the University of Chicago from 1978 to 1991.About The TheorySpiral of Silence is an advanced theory of public opinion that developed by Elisabeth Noelle-Neumann. Noelle-Neumann follows the paths of past philosophers Locke, Hume, Rousseau, Goethe, and James Madison, in that she considers public opinion a physical force that controls peoples decisions. Noelle-Neumann bl ames the spiral of silence on fear of isolation. In other words, people who feel that they are in the minority may keep quiet because they fear ridicule from the majority.The vocalize spiral of silence refers to how people tend to stay silent when they feel that their views are in the minority. The manakin shows the increasing pressure which people are noticing to conceal their views when they think that they are in the minority. It is a political science and mass communication theory which begins with fear of reprisal or isolation, and escalates from there.Spiral of Silence modelThe model is based on three premises1. People have a sixth-sense, which allows them to know the prevailing public opinion, even without access to polls.2. People have a fear of isolation and know what behaviours will outgrowth their likelihood of being socially isolated.3. People are silent to express their minority views, primarily out of fear of being isolated.Source http//www.cw.utwente.nl/theorieenov erzicht/Levels%20of%20theories/macro/spiral_of_silence.doc/IntroductionElizabeth Neumann examines public opinion as a form of social control. She believes that Individuals instinctively notice the opinions of those around them and shape their behaviour according to what is unobjectionable. The closer a person believes the opinion held is similar to the prevailing public opinion, the more he/she is willing to openly infract that opinion in public. If the public statement changes, the person will recognize that the opinions loses its popularity and the person will be less willing to express that opinion publicly.In her model of opinion formation, Elizabeth Noelle-Neumann postulates a spiral of silence to avoid isolation, people holding minority views either change their ideas to conform to the majoritys views or remain silent, olibanum increasing the impression of the majority views dominance. While providing a helpful integration of disparate ideas in public opinion formation, Noe lle-Neumanns framework has been questioned at a number of points. Is it reasonable to assume that since people fear isolation, most fear being in the minority? Her research suggests, in fact, that many people can contravene majority views as long as they have individual or group support and that social relationships have a greater impact on opinion formation than impersonal public opinion presented through the media. Recent studies have also offered an alternative to Noelle-Neumanns view of people as simply reacting to their perception of public opinion, suggesting that instead, people use their own opinions to form their perceptions of public attitudes. Whether peoples behaviour resembles the reaction or protuberance model may depend on a number of conditions, including their familiarity with the issue. Further research is needed on the many factors influencing opinion formationThe apprehension Of IsolationThis is the main force that drives the spiral of silence. People want to be identified as a winner and therefore conform to the majoritys beliefs. The last thing that people want is to be isolated from a group or society. There are some exceptions though, as there is a time to speak and a time to keep silent which is centred on public opinion. If our view is in favour we will speak out then when our views drop out of favour, we will most defiantly keep silent.SummaryIn 1973, Elizabeth Noelle- Neumann articulated one of the few unified expositions of the mass communication effects and the process of public opinion. In general she was able to demonstrate that individuals can attempt to gauge majority opinion on an issue and that some individuals appear to be influenced by their perceptions of majority opinion on some issues. In doing so she was successful in clarifying and by trial and error testing hypothesis about a concept that has been only vaguely defined in public opinion. In this report I will be outlining Noelle-Neumanns conceptualization of two key concepts, the climate of opinion and that spiral of silence of silence. The validity of basing the fear of isolation concept on social psychological literature on conformity is examined. Also the role of the media in conveying the majority opinion will be examined.The Spiral Of SilenceAccording to Noelle- Neumann, individuals are constantly sensitive to the climate of opinion and assess the distribution and strength of the opinion for and against their own. The tendency of one to speak up and others to be silent leads to the spiralling process which increasingly establishes one opinion as the popular one. Neumanns definition of public opinion is best expressed as the dominating opinion which compels compliance of attitude a behaviour in that it threatens the dissenting individuals with isolation. There are a few individuals that are known as hardcores who are willing to express their opinions without feeling compelled to conform. They will not be silent in the face of the publi c opinion. How do individuals know which opinions are acceptable to express in public without the fear of isolation? Neumann claims that by the use of a quasi-statistical harmonium, the individual assesses the opinion environment. The individual will the specifically use the climate of opinion. The media plays an important role through agenda-setting, according to certain persons and arguments relating the urgency or share of success for various opinions.One of the main part of the explanation to the spiral of silence is the role of mass media. Noelle-Neumann believes that with more people watching mass media, the more the minority will keep quite because they will think that they are even more of a minority that they actually are. She claims that this is so because it is becoming the only media outlet that people are using, along with the internet, so it is able to control exactly what people see or hear. The media know this and because of that, they use their powers to influence the public opinion as much as possible towards which ever beliefs they hold or want to put across. Noelle-Neumann claimed that in the early seventys, the media had powerful effects, particularly over opinion formation. She believed that it was deficient because it was conducted under laboratory conditions and not in the field. Mass media is everywhere and individuals can rarely escape accumulation of the same media message.It was also found that in any circumstance a person with low self-esteem is less likely to speak out even if they agree with the majority opinion, simply because that is what their personality dictates. She also discovered that having diverse account has a powerful role in the mass media and the views of those watching it. Since the media is diverse, and it shares different view points on a subject, then people will be more willing to take different sides of an argument because they will not feel as alienated as before.The elements of Noelle-Neumanns ideas can a lso be found in several scholarly works including Floyd Allport (1978) who described the climate of opinion. John Locke (1961) describes Noelle-Neumanns hardcores when he says nor is there one of ten thousand who is stiff and insensible enough to bear up under the constant dislike and upbraiding of his own club W.Phillps Davison (1975) describes the public opinion process of conformity-induced silence occurs when an individual feels he/she is in the midst of a hostile majority. Thus the concept of the opinion climate and the spiral of silence are not new. Noelle-Neumann was able to articulate a thesis based on these concepts and generated data to support some of her contentions. When Noelle Neumann was forced to revise her theory to accommodate the other findings, the theory became much better. She added to her theory many other factors such as race, gender, age, environment, and social status. Now the theory claims that all of these things, in addition to whether one is in the ma jority of the opinion on a subject, will all matter whether a person speaks out.Fear Of Isolation ConformitySince Pressure to conform is a major portion of Noelle-Neumanns foundation for her arguments, Solomon Asch (1995) also did a study where he put one subject in the midst of seen confederates and asked each person to meet the shortest of three lines. Arch had seven confederates purposively select an incorrect line, and then examined the subjects response in light of the understandably wrong response of the confederates. He found that one-fourth of the subjects were completely independent of any majority pressure. These people, who Noelle-Neumann would tick hardcores, selected the correct lines despite pressure to conform and select the incorrect line. On the other hand, no subjects conformed on every trial the situation did not elicit total conformity from subjects. He found that in manipulating some independent variables, pressure to agree is highly specific. There is no sin gle type of individual who agrees, nor does public conformity imply inner acceptance of judgment or opinion. In analyzing different groups of subjects, Asch found that although very few yielded nearly completely to majority influence, they didnt think they had yielded at all. These people perceived the majority estimates as correct and didnt feel as though they themselves had conformed. Most of the subjects, who agreed, however lacked the confidence in their estimates and mat up a tendency to go along with the majority when in doubt. Others who confirmed knew they were right but did not want to appear different from the majority.In a follow-up experiment, Asch found that if the subject had some support from some in the group, conformity to majority influence inclined substantially. Noelle-Neumann based her spiral of silence theory notion on face-to-face, small group situations that was described by Locke (1961), Allport (1937) and Asch (1951). In each of the cases the individual is isolated a midst a hostile majority and in direct contact with his antagonists.Although most of the test that were done in the past did prove the theory, there were some circumstances that were overlooked, as to the ability to apply to universal situations. For example, different ages, gender and education were left out and the very fact that the questions that were asked were about irrelevant things, raises the