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Spiral of Silence is an innovative theory of public opinion, developed in the 1970's by Elisabeth Noelle-Neumann.her claim is more extreme than the other strong effects theories. She considers public opinion a tangible force that controls people's decisions. The media not only shape reality, it can also create a new reality. The phrase "spiral of silence" actually refers to how people tend to remain silent when they feel that their views are in the minority. Noelle-Neumann blames the spiral of silence on fear of isolation. In other words, people who feel that they are in the minority, keep quiet because they fear ridicule from the majority. She gives a clear explanation on when and why people speak out and when they decide to keep their mouths shut: "Individuals who...notice that their own personal opinion is spreading and is taken over by others, will voice this opinion self-confidently in public. On the other hand, individuals who notice that their own opinions are losing ground will be inclined to adopt a more reserved attitude." Everyone has been in a position where their opinion has been in the minority. People will be unwilling to publicly express their opinion if they believe they are in the minority. They will also be more vocal if they believe they are a part of the majority. Thus, the more marginalized you become, the less you speak and so spiral into a fully marginal position. The Spiral of Silence is a model of why people are unwilling to publicly express their opinions when they believe they are in the minority. The model is based on three premises: people have a "quasi-statistical organ," a sixth-sense if you will, which allows them to know the prevailing public opinion, even without access to polls, people have a fear of isolation and know what behaviors will increase their likelihood of being socially isolated, and People are reticent to express their minority views, primarily out of fear of being isolated. References: -Glynn, J.C., Hayes, F.A. & Shanahan, J. (1997). “Perceived support for ones opinions sand willingness to speak out: A meta-analysis of survey studies on the ‘spiral of silence’” Public Opinion Quarterly 61 (3):452-463. -Glynn, J.C. & McLeod, J. (1984). “Public opinion du jour: An examination of the spiral of silence, “ Public Opinion Quarterly 48 (4):731-740. -Noelle-Neumann, E. (1984). The Spiral of Silence: Public Opinion -- Our social skin. Chicago: University of Chicago. Most strongest effect is the spiral of silence effect because the media has a strong impact on the population and the people. It is the most extreme effect then the others effects because the media can not only shape reality, it can also create a new reality. It can affect people in such extreme that it force to control people opinion and canaffect people's opinions. The last effect is the *cultivation theory(framing)*. Cultivation theory derived from several large-scale projects "concerned with the effects of television programming (particularly violent programming) on the attitudes and behaviors of the American public". The widespread influence of television... was a concern for many scholars and policy makers. Cultivation theory in its most basic form, then, suggests that exposure to television, over time, subtly "cultivates" viewers' perceptions of reality. This cultivation can have an impact even on light viewers of TV, because the impact on heavy viewers has an impact on our entire culture. It regards audiences as passive, presenting ideas to society as a mass with meaning open to little or no interpretation. The ideas presented to a passive audience are often accepted, therefore influencing large groups into conforming behind ideas, meaning that the media exerts a significant influence over audiences. This audience is seen as very vulnerable and easily manipulated. Question: if you were on a long train journey, and a person next to you starts to discuss the problems of food safety that was view last night on the news. Would you like to join in the conversation, speaking your opinion' If yes, how do you think if influence'