Deck 22: Spiral of Silence Theory

Question 1

Noelle-Neumann believes that the very fabric of our society depends on people to jointly recognize and endorse a set of __________, and public opinion will determine whether they are equally embraced across the population.

A) hypotheses
B) arguments
C) opinions
D) values

Answer 1

values

Question 2

In order to test social conformity effects, Asch's research utilized

A) discussion of a controversial issue
B) a series of lines
C) the majority opinion on abortion
D) a series of agree-disagree statements

Answer 2

a series of lines

Question 3

When people agree on a common set of values, the fear of isolation

A) increases
B) decreases
C) evaporates
D) none of these

Answer 3

decreases

Question 4

Which of the following statements refers to the quasi-statistical sense of personal observation?

A) "Guns are killing thousands of people each year."
B) "People should have to wait a few days before purchasing a gun."
C) "I don't want to be perceived as condoning murder."
D) None of these

Question 5

Pluralistic ignorance

A) is the result of the silent majority not speaking out
B) occurs when the hard core is muted
C) happens when personal observations of public opinion are distorted or inaccurate
D) characterizes news reports

Question 6

Maria reads in the morning paper that the price of gasoline is about to increase. On her way to work, she hears the same story on the local radio station, and, when she watches the evening news, she hears the story again. This is an example of which characteristic of the news media?

A) consonance
B) resonance
C) ubiquity
D) cumulativeness

Question 7

Which characteristic of news media allows for majority opinions to be heard over minority viewpoints?

A) ubiquity
B) cumulativeness
C) consonance
D) all of these

Question 8

In Noelle-Neumann's interviews with smokers, she found that in the presence of nonsmokers

A) smokers were adamant about their rights to smoke when and where they wish
B) smokers felt attacked about their opinions regarding smokers' rights
C) smokers were more likely to argue with them about smokers' rights
D) smokers were less willing to overtly support smokers' rights

Question 9

During a recent conversation about birth control, Pablo told Mia that he had changed his mind during the conversation and now believes that Mia is right about birth control. He told her that he changed his mind because she cited the results of a survey demonstrating that a majority of people agree with Mia. Spiral of Silence theorists would argue that Pablo

A) lacks debating skills
B) should stand his ground
C) had a "last-minute swing"
D) became part of the hard core

Question 10

Noelle-Neumann argues that the media provide _____________ to people so they can confidently speak about a subject.

A) words and phrases
B) a skewed sense of reality
C) evidence and background
D) confirmation of opinion

Question 11

Marshall believes anyone caught drinking and driving should lose their driver's license. He compares his opinion to the results of a recent poll and finds that he holds the minority opinion on this topic. Spiral of silence theorists would predict that Marshall will

A) forget about the whole issue
B) decide to remain silent on the issue
C) change his opinion
D) none of these

Question 12

Which of the following statements is NOT true, according to Spiral of Silence Theory (SST)?

A) People draw the strength of their convictions from a variety of sources.
B) There are a variety of ways to express one's opinion.
C) People are less likely to voice an opinion if it fits within the current trends.
D) People may jump on the bandwagon of the popular opinion during the final moments of a conversation.

Question 13

All of the following are assumptions of Spiral of Silence EXCEPT

A) People draw the strength of their convictions from a variety of sources.
B) Society threatens deviant individuals with isolation; fear of isolation is pervasive.
C) The fear of isolation causes individuals to try to assess the climate of opinion at all times.
D) Public behavior is affected by public opinion assessment.

Question 14

Spiral of Silence Theory has been criticized because

A) it fails to acknowledge a person's ego involvement in an issue
B) Noelle-Neumann did not empirically test the assumption that fear of isolation prompts people to speak out
C) it relies too heavily on West German media
D) all of these

Question 15

Which approach to knowing characterizes the research undertaken using SST?

A) critical
B) positivist/empirical
C) interpersonal
D) interpretive/hermeneutic

Question 16

With which communication tradition(s) is SST most closely associated?

A) socio-cultural and semiotic
B) phenomenological
C) cybernetic and socio-psychological
D) rhetorical

Question 17

Comparing your personal reactions on physician-assisted suicide to how the media report the issue represents which principle of the Spiral Silence Theory?

A) duality of structure
B) duality of climate
C) duality of public opinion
D) dual climates of opinion

Question 18

Noelle-Neumann defines _________ as the attitudes or behaviors one must express in public if one is not to isolate oneself.

A) perceived opinion
B) public opinion
C) personal opinion
D) pluralistic opinion

Question 19

In his study that asked participants to indicate which of the lines on the right of the sheet were equal in length to the line on the left side, Asch discovered

A) participants gave the wrong answer after hearing several other individuals give the wrong answer
B) participants gave the right answer despite the fact that several other individuals had already given the wrong answer
C) participants indicated they were not affected by other individuals' responses
D) participants were not able to determine the correct answer

Question 20

Spiral of Silence Theory suggests that humans have an aversion to discussing topics that do not have the support of the majority of people.

Question 21

Steve is a 53-year-old male from Chicago. Based on these demographics, Spiral of Silence Theory predicts that Steve will be more willing to speak out on issues than others.

Question 22

Ubiquity refers to the fact that the media are pervasive sources of information.

Question 23

The hard core are part of the vocal majority.

Question 24

Spiral of Silence Theory assumes that people remain silent because of a fear of isolation.

Question 25

The media's effects are always direct.

Question 26

People tend to share their opinions with those who disagree with them because they wish to persuade others to their point of view.

Question 27

Some researchers agree with Noelle-Neumann's view of the role of the media and claim that the media may provide the force behind the spiral of silence because it is considered a one-sided conversation, an indirect public form of communication where people feel helpless to respond.

Question 28

Consonance is produced from a tendency for news people to confirm their own thoughts and opinions, making it look as if those opinions were emanating from the public.

Question 29

Identify and explain the three assumptions associated with Spiral of Silence Theory.

Question 30

Identify and define the two ways in which people receive information about public opinion.

Question 31

Using the following topic, diagram how public opinion is communicated by the media: Drunk drivers are a danger to the citizens of the United States. Be sure to identify the majority view, the silent minority view, and the quasi-statistical sense.

Question 32

Do you agree with Glynn and McLeod that it's doubtful whether the characteristics of the media as outlined by Noelle-Neumann (ubiquitous, cumulative, and consonant) apply to media in the United States? Why or why not? Provide examples in your answer.

Question 33

Using the standard criteria for evaluating communication theories, evaluate Spiral of Silence Theory.

Question 34

How might Noelle-Neumann respond to the current technological developments as they relate to the silencing public opinion? Be sure to identify specific technologies and incorporate language from Noelle-Neumann's theory.

Question 35

Distinguish between the concepts of ubiquity, cumulativeness, consonance, and dual climates of opinion, making sure to define each and identify how they relate to each other in the framework of the theory.

Question 36

How would you go about testing whether the Spiral of Silence is occurring with respect to a particular opinion? Select an opinion, formulate a research question, and describe a study that could test whether Spiral of Silence is supported.