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SPIRAL OF SILENCE THEORY

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Page 1: SPIRAL OF SILENCE THEORY - vodppl.upm.edu.myvodppl.upm.edu.my/uploads/docs/TEORI PILIN KESENYAPAN.pdf · SPIRAL OF SILENCE?? The term spiral of silence refers to the increasing pressure

SPIRAL OFSILENCE THEORY

Page 2: SPIRAL OF SILENCE THEORY - vodppl.upm.edu.myvodppl.upm.edu.my/uploads/docs/TEORI PILIN KESENYAPAN.pdf · SPIRAL OF SILENCE?? The term spiral of silence refers to the increasing pressure

ELISABETH NOELLE-NEUMANN

Page 3: SPIRAL OF SILENCE THEORY - vodppl.upm.edu.myvodppl.upm.edu.my/uploads/docs/TEORI PILIN KESENYAPAN.pdf · SPIRAL OF SILENCE?? The term spiral of silence refers to the increasing pressure

SPIRAL OF SILENCE?

Page 4: SPIRAL OF SILENCE THEORY - vodppl.upm.edu.myvodppl.upm.edu.my/uploads/docs/TEORI PILIN KESENYAPAN.pdf · SPIRAL OF SILENCE?? The term spiral of silence refers to the increasing pressure

ASSUMPTIONS OF THEORY (WEST &TURNER, 2010): Masyarakat melayan individu yang pelik dengan

pengasingan; takut kepada pengasinganberleluasa Society threatens deviant individualswith isolation; fear of isolation is pervasive

Ketakutan kepada pengasingan menybabkanindv cuba untuk mencapai keselarian dgnpendapat umum pada setiap masa. This fear ofisolation causes individuals to try to assess theclimate of opinion at all times

Masyarakat melayan individu yang pelik denganpengasingan; takut kepada pengasinganberleluasa Society threatens deviant individualswith isolation; fear of isolation is pervasive

Ketakutan kepada pengasingan menybabkanindv cuba untuk mencapai keselarian dgnpendapat umum pada setiap masa. This fear ofisolation causes individuals to try to assess theclimate of opinion at all times

Page 5: SPIRAL OF SILENCE THEORY - vodppl.upm.edu.myvodppl.upm.edu.my/uploads/docs/TEORI PILIN KESENYAPAN.pdf · SPIRAL OF SILENCE?? The term spiral of silence refers to the increasing pressure

Perlakuan publik dipengaruhi oleh penilaianpendapat umumPublic behavior is affected by public opinionassessment

Andaian lain (Narimah, 2010):1. Orang ramai tahu pandangan yang utama2. Orang ramai mengubah pandangan mereka

mengikut tanggapan mereka tentangpandangan yang utama

Perlakuan publik dipengaruhi oleh penilaianpendapat umumPublic behavior is affected by public opinionassessment

Andaian lain (Narimah, 2010):1. Orang ramai tahu pandangan yang utama2. Orang ramai mengubah pandangan mereka

mengikut tanggapan mereka tentangpandangan yang utama

Page 6: SPIRAL OF SILENCE THEORY - vodppl.upm.edu.myvodppl.upm.edu.my/uploads/docs/TEORI PILIN KESENYAPAN.pdf · SPIRAL OF SILENCE?? The term spiral of silence refers to the increasing pressure

SPIRAL OF SILENCE?? The term spiral of silence refers to the increasing

pressure people feel to conceal their views whenthey think they are in the minority.

Noelle-Neumann believes that televisionaccelerates the spiral, but to grasp the role of themass media in the process, it is crucial to firstlyunderstand people's extraordinary sensitivity tothe ever-changing standard of what society willtolerate.

The term spiral of silence refers to the increasingpressure people feel to conceal their views whenthey think they are in the minority.

Noelle-Neumann believes that televisionaccelerates the spiral, but to grasp the role of themass media in the process, it is crucial to firstlyunderstand people's extraordinary sensitivity tothe ever-changing standard of what society willtolerate.

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WHAT ACCELERATES THESPIRAL OF SILENCE ?The building blocks that Noelle-Neumann usesto construct her model of public opinion:

Human ability to judge/measure trends of publicsentiment.

Individuals' justifiable fear of isolation. People's hesitancy to express minority views.

The building blocks that Noelle-Neumann usesto construct her model of public opinion:

Human ability to judge/measure trends of publicsentiment.

Individuals' justifiable fear of isolation. People's hesitancy to express minority views.

Page 8: SPIRAL OF SILENCE THEORY - vodppl.upm.edu.myvodppl.upm.edu.my/uploads/docs/TEORI PILIN KESENYAPAN.pdf · SPIRAL OF SILENCE?? The term spiral of silence refers to the increasing pressure

THE ROLE OF THE MASS MEDIA

It is believed that the media accelerate themuting of the minority in the spiral of silence.

Mass media is powerful in shaping the mind ofit’s society.

It could change one’s perceptions/believes. Bagaimana media boleh mempengaruhi

pendapat majoriti/ menenggelamkan pendapatminoriti?

It is believed that the media accelerate themuting of the minority in the spiral of silence.

Mass media is powerful in shaping the mind ofit’s society.

It could change one’s perceptions/believes. Bagaimana media boleh mempengaruhi

pendapat majoriti/ menenggelamkan pendapatminoriti?

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CIRI BERITA MEDIA/ CHARACTERISTICS OFTHE NEWS MEDIA: Ubiquity Media adalah sumber maklumat yang menyeluruhmedia are pervasive sources of information

Cumulativeness Proses media mengulangi sesuatu isu merentas

program dan masaProcess of the media repeating themselves across

programs and time

Ubiquity Media adalah sumber maklumat yang menyeluruhmedia are pervasive sources of information

Cumulativeness Proses media mengulangi sesuatu isu merentas

program dan masaProcess of the media repeating themselves across

programs and time

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consonance- Semua media adalah sama dari segi sikap,

kepercayaan dan nilai- Similarities of beliefs, attitudes, and values held

by the media

Setiap ciri tersebut menjadikan pendapat majoritilebih didengar. Sementara pihak yang tidakingin tersingkir terus mendiamkan diri

consonance- Semua media adalah sama dari segi sikap,

kepercayaan dan nilai- Similarities of beliefs, attitudes, and values held

by the media

Setiap ciri tersebut menjadikan pendapat majoritilebih didengar. Sementara pihak yang tidakingin tersingkir terus mendiamkan diri

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KEADAAN YANG MENENTUKAN SESEORANGMENYUARAKAN PENDAPAT:

Pandangan Majoriti: Mereka yang menyokongpandangan majoriti lebih sanggup menyatakan pendapatberbanding penyokong pandangan minoriti

Ramalan trend masa depan: Kesanggupanmenyuarakan pendapat bergantung kepada tren akan datang

Kesamaan: Orang ramai lebih sanggup berkongsi pendapatdengan orang yang mempunyai pandangan yang sama

Nilai kendiri: Nilai kendiri yang rendah yang rendahmembuatkan seseorang berdiam diri (tidak menyuarakanpendapat)

Gender dan status: Selalunya gol. lelaki dari kumpulanatasan dan menengah lebih mudah menyuarakan pendapat

Pandangan Majoriti: Mereka yang menyokongpandangan majoriti lebih sanggup menyatakan pendapatberbanding penyokong pandangan minoriti

Ramalan trend masa depan: Kesanggupanmenyuarakan pendapat bergantung kepada tren akan datang

Kesamaan: Orang ramai lebih sanggup berkongsi pendapatdengan orang yang mempunyai pandangan yang sama

Nilai kendiri: Nilai kendiri yang rendah yang rendahmembuatkan seseorang berdiam diri (tidak menyuarakanpendapat)

Gender dan status: Selalunya gol. lelaki dari kumpulanatasan dan menengah lebih mudah menyuarakan pendapat

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HYPOTHESIS

1. The trend of opinions in the social environment.2. Looks at an individual’s willingness to express

an opinion publicly.3. The assessment of the current distribution of

opinion and the actual distribution are clearlydivergent.

4. Present assessment of public opinion5. Continuation of the fourth and provides

implications for future assessment of publicopinion.

1. The trend of opinions in the social environment.2. Looks at an individual’s willingness to express

an opinion publicly.3. The assessment of the current distribution of

opinion and the actual distribution are clearlydivergent.

4. Present assessment of public opinion5. Continuation of the fourth and provides

implications for future assessment of publicopinion.

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THE CRITICS

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1. PEOPLE WHO WILL NEVER BE SILENCED:THE HARD CORE AND AVANT-GARDE

Early critics of the spiral of silence pointed outthat there are people who will never be silenced.Even though their cause appears hopeless, theycontinue to voice their opinions.

Noelle-Neumann now describes two types ofindividuals who form this vocal minority thatremains at the top of the spiral in defiance ofthreats of isolation. She calls them the hard coreand the avant-garde.

Early critics of the spiral of silence pointed outthat there are people who will never be silenced.Even though their cause appears hopeless, theycontinue to voice their opinions.

Noelle-Neumann now describes two types ofindividuals who form this vocal minority thatremains at the top of the spiral in defiance ofthreats of isolation. She calls them the hard coreand the avant-garde.

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HARD-CORE NONCONFORMISTS: those who "have been overpowered and relegated

to a completely defensive position in public(Takeshita & Mikami, 1993). Already beatendown, they have nothing to lose by speaking out.People in the hard core cling to the past andregard isolation as the price they have to pay.

those who "have been overpowered and relegatedto a completely defensive position in public(Takeshita & Mikami, 1993). Already beatendown, they have nothing to lose by speaking out.People in the hard core cling to the past andregard isolation as the price they have to pay.

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THE AVANT-GARDE

The intellectuals, artists, and reformers whoform the vanguard of new ideas.

Unlike the hard core, they seek public response,even though it's usually negative. "Those whobelong to the avant-garde are committed to thefuture and thus by necessity, are also isolated;but their conviction that they are ahead of theirtime enables them to endure” (Noelle-Neumann,1974).

The hard-core and avant-garde minorities as theonly hope for future swing in public sentiment.

The intellectuals, artists, and reformers whoform the vanguard of new ideas.

Unlike the hard core, they seek public response,even though it's usually negative. "Those whobelong to the avant-garde are committed to thefuture and thus by necessity, are also isolated;but their conviction that they are ahead of theirtime enables them to endure” (Noelle-Neumann,1974).

The hard-core and avant-garde minorities as theonly hope for future swing in public sentiment.

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2. A CULTURE THAT A PERSON LIVES IN GREATLYAFFECTS THEIR WILLINGNESS TO SPEAK OUT

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SAMPLE OF STUDY/ PAST RESEARCH:

Exploring the spiral of silence in the virtual world:individuals' willingness to express personal opinions in

online versus offline settingsBy

Xudong Liu and Shahira Fahmy.30 December 2010.

Exploring the spiral of silence in the virtual world:individuals' willingness to express personal opinions in

online versus offline settingsBy

Xudong Liu and Shahira Fahmy.30 December 2010.

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THE OBJECTIVES OF THE STUDY:- This study extends the understanding of the

spiral of silence theory by taking into account theimpact of new media on virtual behaviormotivation.

It explores individuals' willingness to expressopinions online and offline and tests how theconstructs proposed by the spiral of silencetheory work in each setting.

This study extends the understanding of thespiral of silence theory by taking into account theimpact of new media on virtual behaviormotivation.

It explores individuals' willingness to expressopinions online and offline and tests how theconstructs proposed by the spiral of silencetheory work in each setting.

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THE RESULTS OF THE STUDY

Results of the study suggests:- when the likelihood of speaking out online increases,

the likelihood of speaking out in a real setting alsoincreases, and vice versa.

the congruency of current opinions with one's ownopinions predicts the willingness to speak out off line.

congruency of future and current opinions did notpredict the willingness to speak out in the onlinesetting.

while experiencing fear of isolation predicted by thewillingness to speak out online, it did not affect offlineoutspokenness.

Results of the study suggests:- when the likelihood of speaking out online increases,

the likelihood of speaking out in a real setting alsoincreases, and vice versa.

the congruency of current opinions with one's ownopinions predicts the willingness to speak out off line.

congruency of future and current opinions did notpredict the willingness to speak out in the onlinesetting.

while experiencing fear of isolation predicted by thewillingness to speak out online, it did not affect offlineoutspokenness.

Page 21: SPIRAL OF SILENCE THEORY - vodppl.upm.edu.myvodppl.upm.edu.my/uploads/docs/TEORI PILIN KESENYAPAN.pdf · SPIRAL OF SILENCE?? The term spiral of silence refers to the increasing pressure