The Spiral of Silence a Theory of Public Opinion

Abstract

Returning to classical statements on the concept of public opinion, I have tried to substantiate empirically the process o f public opinion formation through the individual’s observation of his or her social environment. Of all the pertinent statements by Tocqueville (S), Tiinnies (9), Bryce (4), and Allport (l), I can mention here only Allport’s example of a process of public opinion: the pressure brought to bear on householders in a neighborhood to shovel the snow from their sidewalks. This example illustrates that social conventions, customs, and norms are included, along with political questions, among the “situations” and “proposals of significance” with which a large number of people express agreement or disagreement in their public lives. If public opinion arises from an interaction of individuals with their social environments, we should find at work the processes which Asch (2) and Milgram (6) have confirmed experimentally. To the individual, not isolating himself is more important than his own judgment. This appears to be a condition of life in human society; if it were otherwise, sufficient integration could not be achieved. For our purpose let us assume that this fear of isolating oneself (not only fear of separation but also doubt about one’s own capacity for judgment) is an integral part of all processes of public opinion. This is the point where the individual is vulnerable; this is where social groups can punish him for failing to toe the line. The concepts of public opinion, sanction, and punishment are closely linked with one another.