A theory of mass communication describes a phenomenon: when people express their thoughts and opinions, seeing a view they agree with enjoy widespread support encourages them to participate actively, making that view more likely to spread further. But if a view receives no support or is even attacked, even those who agree with it may hesitate to speak up and choose silence instead. One side’s silence strengthens the other. As this cycle repeats, a spiral develops in which one side becomes increasingly vocal and influential while the other grows increasingly silent.
In other words, those speaking enthusiastically may have a slight advantage at first, and then become increasingly vocal, their voices growing louder and louder. But these voices do not necessarily represent the silent majority who disagree. They can, however, draw the majority who have no opinion into the frenzy, becoming the mainstream voice in public opinion. These voices have an advantage in getting their message across. This is a concept from communication studies that I learned in college. Its unusual name made a deep impression on me. In subsequent exchanges and learning experiences, company meetings, everyday discussions, and chats with friends, I began noticing this spiral at work everywhere. I also realized that people sometimes deliberately exploit it. What is now commonly called “steering the narrative” is a typical application of this theory. At its core, the spiral works because most individuals deliberately avoid being isolated or attacked for what they say. That is what sets the spiral in motion. The more efficiently information spreads, the faster the spiral turns.
Today, as online society becomes increasingly developed and platforms make it so easy to express opinions and post comments, this spiral can cause serious harm at critical moments if people with ulterior motives exploit it to divert attention, turn right and wrong upside down, and steer public opinion. This is why the theory is worth understanding for all of us. It can help us ask ourselves: when a voice grows louder and louder and seems to represent the mainstream, should we accept it, or should we observe and think a little more? Understanding it can also help us recognize what those who have remained silent should do when the spiral begins turning in the wrong direction.