Spiral of Silence - The Spiral Model

The Spiral Model

1. As social beings, most people are afraid of becoming isolated from their environment. They would like to be popular and respected.
2. In order to avoid becoming isolated and in order not to lose popularity and esteem, people constantly observe their environment very closely. They try to find out which opinions and modes of behavior are prevalent, and which opinions and modes of behavior are becoming more popular. They behave and express themselves accordingly in public.
3. We can distinguish between fields where the opinions and attitudes involved are static, and fields where those opinions and attitudes are subject to changes… Where opinions are relatively definite and static – for example, “customs” – one has to express or act according to this opinion in public or run the risk of becoming isolated. In contrast, where opinions are in flux, or disputed, the individual will try to find out which opinion he can express without becoming isolated.
4. Individuals who, when observing their environments, notice that their own personal opinion is spreading and is taken over by others, will voice this opinion self-confidently in public. On the other hand, individuals who notice that their own opinions are losing ground will be inclined to adopt a more reserved attitude when expressing their opinions in public.
5. It follows from this that, as the representatives of the first opinion talk quite a lot while the representatives of the second opinion remain silent, there is a definite influence on the environment: An opinion that is being reinforced in this way appears stronger than it really is, while an opinion suppressed as described will seem to be weaker than it is in reality.
6. The result is a spiral process which prompts other individuals to perceive the changes in opinion and follow suit, until one opinion has become established as the prevailing attitude while the other opinion will be pushed back and rejected by everybody with the exception of the hard core that nevertheless sticks to that opinion.