The Conformity Hypothesis: Empirical Considerations for the Spiral of Silence's First Link

William J. Gonzenbach

17 citations0/0 files storedJournalism Quarterly

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Media Studies and Communication Journalism and Media Studies Media Influence and Politics

Abstract

This experiment tests the spiral of silence's conformity hypothesis by manipulating perceptions of opinion, which are not unanimous, about a controversial, morally loaded issue — George Bush's involvement in the Iran-Contra affair. The test incorporates an ideologically consonant media message about the issue and establishes an actual condition of impending public scrutiny. The findings offer partial support for the conformity hypothesis and suggest that conformity is associated with social status and psychological predisposition toward conformity.

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