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	Spiral of Silence Survey	アジェンダ設定分析
分野	Communication	メディア研究
系統	Process / pipeline	Process / pipeline
提唱年	1974	1972
提唱者	Elisabeth Noelle-Neumann	Maxwell McCombs, Donald Shaw
種類	Survey approach to opinion expression under perceived social pressure	Empirical method for studying how media coverage affects issue salience and public concern
原典	Noelle-Neumann, E. (1974). The spiral of silence: A theory of public opinion. Journal of Communication, 24(2), 43–51.	McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.
別名	Spiral of silence measurement, Willingness to self-censor survey, Opinion climate survey, Suskunluk Sarmalı Anketi	agenda-setting theory, media agenda analysis, issue salience
関連	4	5
概要	The spiral of silence survey operationalizes Elisabeth Noelle-Neumann's 1974 theory that people who perceive their opinion to be in the minority grow reluctant to express it for fear of social isolation, which makes the apparent majority seem ever stronger — a self-reinforcing spiral. The method measures individuals' own opinions, their perception of the opinion climate, their fear of isolation, and their willingness to speak out, then models how these combine.	Agenda-Setting Analysis is an empirical method for investigating the influence of media coverage on what issues the public considers important. Developed by Maxwell McCombs and Donald Shaw (1972), the approach tests a core hypothesis about media effects: media coverage does not tell people what to think, but rather what to think about. By comparing the issues receiving media coverage with the issues the public identifies as important, researchers measure agenda-setting effects—the degree to which media attention predicts public concern. The method demonstrates media's power to structure the hierarchy of issues, even when media may not directly persuade on specific issues.