Spiral of silence
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The spiral of silence is a political science and mass communication theory propounded by Elisabeth Noelle-Neumann. According to this theory, a person is less likely to voice an opinion on a topic if one feels that one is in the minority for fear of reprisal or isolation from the majority.
The media play a large part in determining what the dominant opinion is, since our direct observation is limited to a small percentage of the population. As the media's coverage of the majority opinion becomes the status quo, the minority becomes less likely to speak out. Conversely, as one feels one's position gaining popularity, one becomes more and more likely to speak about it.
The theory assumes that people are constantly assessing the public's opinion and that they use the media to do so. It also assumes that we have an inherent fear of isolation and know what opinions will bring on isolation by the majority. The theory neglects to explain a vocal minority that do not fear reprisal.
The name is inspired in the spiral of violence.