Since its original articulation in the early 1970s, the 'spiral of silence' theory has become one of the most studied theories of communication and public opinion. It has been tested in varied sociopolitical contexts, with different issues and across communication systems around the world. Attracting the interest of scholars from communication, political science, sociology, public opinion and psychology, it has become both the subject of tempestuous academic debate as well as a mainstay in courses on communication theory globally.
Reflecting substantial new thinking, this collection provides a comprehensive examination of the spiral of silence theory, offering a synthesis of prior research as well as a solid platform for future study. It addresses various ideological and methodological criticisms of the theory, links the theory with allied areas of scholarship, and provides analyses of empirical tests. Contributors join together to present a breadth of disciplinary and international perspectives. As a distinctive and innovative examination of this influential theory, this volume serves as a key resource for future research and scholarship in communicaiton, public opinion, and political science.
Table of Contents
1. Open Questions and Future Directions in Spiral of Silence Research Wolfgang Donsbach, Yariv Tsfati, Charles Salmon 2. Public Opinion and Social Control Elisabeth Noelle-Neumann Part I: Overview, Evidence, Methods 3. Paradigm Shifts in the Study of Media Effects Denis McQuail 4. Three contexts of the Spiral of Silence Theory Hans Mathias Kepplinger 5. Methodological Conundrums in Spiral of Silence Research Jörg Matthes, Andrew F. Hayes 6. Speaking in Spirals: An Updated Meta-Analysis of the Spiral of Silence Carroll J. Glynn, Michael E. Huge Part II: Media Fragmentation, Internet, and Public Opinion 7. Normative Implications of the Spiral of Silence: Hearing the Other Side in the 21st Century Diana Mutz, Laura Silver 8. Media and Public Opinion in a Fragmented Society Patricia Moy, Muzammil M. Hussain 9. Public Opinion Expression in Online Environments Patrick Rössler, Anne Schulz 10. Linking Social Network Analysis to the Spiral of Silence, Coorientation, and Political Discussion: The Intersection of Political Perceptions and Political Communication William P. Eveland, Jr. Part III: Allied Research Traditions 11. Social norms, spirals of silence and framing theory: An argument for considering cross-cultural differences in media effects research Timothy K.F. Fung, Dietram A. Scheufele 12. The Intersection of Third-Person Effect and Spiral of Silence Albert C. Gunther 13. Pluralistic Ignorance and the Spiral of Silence Meet: Mutual Lessons Jacob Shamir 14. Opinion Leadership and Public Opinion: Where Weak/Strong Media Paradigms Converge Gabriel Weimann 15. Vernacular Rhetoric, Considered Public Opinion and Modes of Publicity Gerard A. Hauser Part IV: Intercultural Contexts 16. World Public Opinion Frank Louis Rusciano 17. Cultural Orientation and the Spiral of Silence Benjamin H. Detenber, Sonny Rosenthal 18. The Kuuki Theory and the Spiral of Silence Youichi Ito A Personal Tribute Elisabeth Noelle-Neumann and the Mysteries of Solitude Mihaly Csikszentmihalyi
Wolfgang Donsbach is professor of communication at the Department of Media and Communication at Dresden University of Technology, Germany.
Charles T. Salmon is Professor and Director of Graduate Research Programmes in the Wee Kim Wee School of Communication and Information at Nanyang Technological University, Singapore.
Yariv Tsfati is Associate Professor at the Department of Communication, University of Haifa, Israel.