Elisabeth Noelle-Neumann came up with the idea of 'the spiral of silence' in 'Return to the concept of Powerful Mass Media' published in 'Studies of Broadcasting: An International Annual of Broadcasting Science' (1973) e.d. H. Eguchi and K. Satta.
According to her thesis the mass media are able to produce powerful effects on the audience because of three traits: cumulation, ubiquity and consonance.
Cumulation signifies that the effect of the media increases as time moves on.
Ubiquity refers to the ever present quality of the media.
Consonance means the media present the world in a unified manner.
Noelle-Neumann formulated this idea while analyzing the opinion polls in Germany which were at variance with other data collected to predict poll results. It was argued that the findings were puzzling because the media were offering a misleading view of the opinion polls by promoting the opinions held by those who did not belong to the 'silent majority'.
According to her thesis the mass media are able to produce powerful effects on the audience because of three traits: cumulation, ubiquity and consonance.
Cumulation signifies that the effect of the media increases as time moves on.
Ubiquity refers to the ever present quality of the media.
Consonance means the media present the world in a unified manner.
Noelle-Neumann formulated this idea while analyzing the opinion polls in Germany which were at variance with other data collected to predict poll results. It was argued that the findings were puzzling because the media were offering a misleading view of the opinion polls by promoting the opinions held by those who did not belong to the 'silent majority'.
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