Download Journalism 614: Communication and Public Opinion

Journalism 614:
Opinion and Perception II:
Spiral of Silence
What is Public Opinion?
 Any opinion held by a majority of citizens?
– Democratic view - The General Will
 Any opinion about public affairs?
– Liberal Democratic view - All are valid
 Only reasoned opinion about issues?
– Elitist view - Only informed opinions count
 Each of these is about forming preferences
and expressing those views
Another definition…
 Public opinion is any opinion that can
expressed publicly without sanctions
– Can state without fear of social isolation
• Here, public opinion is a matter of visibility
• Minority opinions must be seen for those who hold
them to feel comfortable expressing themselves
 This is about the perceptions of the opinion
climate and the ability to speak out without risks
Media Influence
 Direct Method - Communication events,
arguments, and opinions that change the
mind of audience members
 Indirect Method - Present indicators of
what already seems to be public opinion
– Media convey an impression of how accepted an
opinion may be now or in future
Spiral of Silence
 Societal norms can be intimidating
 Understand public opinion as a tangible force
– Intense social pressure can be brought to bear on the
person who dares to test the boundaries
 Perception of distribution of opinion shapes
willingness to express opinions
– People express opinions more confidently when they see
they are in the majority or “gaining ground”
– People are unwilling to express opinions that run counter
to their perception of majority view
Opinion Expression
 What opinions can be expressed?
– Opinions that do not risk fear of social isolation
– Opinions that are publicly visible
• Can be a minority opinion, but minority must speak
out and act as if it is, or will be, majority
 People have a “quasi-statistical organ”
– A sixth sense that provides information about
what society is thinking and feeling
– Constantly scan the environment to gauge the
climate of opinion and future trends.
Fear of Isolation
 Fear of social isolation is the key force that
drives the spiral of silence
– Group pressure has tremendous influence
– We don’t like to be excluded for our views
 Theory about obedience to authority in
World War II - citizens in Nazi Germany
– Noelle-Neumann was Nazi Party member
• She worked for Goebbels, head of Nazi Propaganda
• Wrote for Das Reich, but later withdrew/recanted
Social Influence
 Considers effects of group settings on
attitudes, opinion expression, behavior
 Largely based on experimental research
– Solomon Asch’s work on social conformity
• When do we go along with the group?
– Stanley Milgram’s work on social compliance
• When do we obey authority?
Asch – Conformity
Conformity
The Asch studies
 Unambiguous situation
 Small group setting (10-12)
 Uniform incorrect assessment
 Over one-third concur with incorrect
assessment - go along with the group
Minority Influence
 Judgments about color of slides
 Consistent incorrect assessment by minority
 Portion of subjects agree in error
 Implication:
– Minority opinion can exert power
– Bandwagon vs. Siding with the underdog
Milgram – Obedience
Obedience
 Subjects “randomly” assigned the role of
"teacher" and asked to administered shocks to
"pupils” for incorrect responses
 Pupils were actually part of the experiment.
– Act out the effects of progressively higher “shocks”
– What proportion will continue to the highest level when
prodded by the supervisor?
• Highest voltage switches (450 volts) were marked with labels
of “Danger: Severe Shock” and then “XXX”
Setup and Scenario
Voltage
75
120
150
200
300
330+
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Confederate Response
Grunts
Shouts in pain
Refuses to continue
Blood-curdling screams
Refuses to answer
Silence
Objection Supervisor’s response
First
"He's fine. go on.”
Second
"The experiment requires
you to go on.”
Third
"It is absolutely essential
to go on.”
Fourth
"You have no choice. You
must go on."
Response of Subjects
Milgram’s Obedience
Experiment
 Different subjects, locations (~)
 Decrease proximity of authority (-)
 Increase connection to student (-)
 Involve obedient others (+)
 Involve disobedient others (-)
When to Speak or Keep Silent
 Conformity and compliance have great
social power over individuals
– Those in minority positions tend to keep quite
if they do not sense support
– Not that they change their minds
• “Duck their heads and keep their own council”
Summary
 People have the ability to gauge trends of
public sentiment
 People justifiably fear social isolation
 People are hesitant to express minority
viewpoints, especially if “losing ground”
 But where do they get their perceptions?
Media Influence
 Mass media work jointly with majority
opinion to silence minority views
– Mass media, particularly TV, suggest what
others are thinking through portrayals
– People look to the media to see if there is
support and legitimization for views
• Index the media to gauge current climate
• Provide the words and phrases that people can use to
defend a certain point of view
Critiques of Spiral of Silence
 Hardcores - the minority that remains vocal in
defiance of threats of isolation
– Bill Maher, Dixie Chicks, War Protesters
 Pluralistic ignorance and Projection - we tend to
misestimate the prevalence of our views
– Quasi-statistical organ doesn’t work so well
 Weak support outside of WW II Germany
– Maybe only operates in totalitarian regimes
– The ability to find like-minded views online