Neumann 's Theory Of Silence And Its Implications For Microblogging Political Public Opinion

Since the Silence Spiral Theory of Elizabeth Noel Neumann was proposed in the early 1970 s, it is researched and discussed by various fields such as dissemination, sociology, politics even anthropology, etc. The Silence Spiral Theory mainly constructed a model for the emergence and development of media. Neumann thinks that when people percept the public opinion of media, they will change their opinions purposefully. In concrete terms, when the public opinion they percept is the same as their opinions, they will tend to express their opinions loudly., on the contrary, they keep silent instead. Therefore, the public opinion in large amount will be strengthened gradually, while the small amount opinion will be weakened until disappeared.As a theory model, the Silence Spiral Theory can fully explains the changing process of the contrary public opinion during the whole process of public opinions formation, as well as how perception and attitudes affecting the tendency of public opinions. However, the criticism of the theory exists in the process of the theory research. Especially, today, there are great changes in the form of media, the rapid development of multi-media represented by Weibo, people begin to think whether the theory’s hypothesis of Silence Spiral Theory can be used in modern days or not. This essay considers that Silence Spiral Theory still applies for the process of public opinions formation and development with the analysis of Weibo. This hypothesis, which provides a new point of view and thought for us. In addition, the leaders’ opinions will decide the right prospects of speech and agenda settings of political opinions on Weibo. While the responsibility department’s establishment,the perfection of laws and regulations will guide microblog’s political public opinions to be standard and professional.