Dietram Scheufele's Spiral Of Silence Theory

During the last 30 years, Spiral of silence was introduced as a mass communication theory. By its hypothesis, many adaptation and challenges added in this theory. The basic concept of theory remains complete however these are expanded day by day with new research. Dietram Scheufele (2007) recently completed the review of his work related to the spiral of silence theory. Scheufele gives the opinion about quasi-statistical sense, that it is not accurate all the time in society. He also claims that there not be an accurate time when person’s perception may be wrong about the relative subject or matter of discussion. Scheufele confirmed that “perception of opinion may be the change from real opinion environment, this thing changes people willing to express their opinion in public”.
Apart from this author discusses the side and viewpoint of the fear individuals of isolation. The writer wrote his defense that concepts formed in group endanger from many ways, by individuals who disagree with social norms and majority’s views. He also says that “these individuals have some view or ideas about the discussion that’s way their opinion goes against the norms of society.
Scheufele makes a research and wrote his views about this theory that it is “dynamic process”, it is a process which works but take a long

He calls this role “dual climate of opinion”. He said that media is representative to provide information to people about different topics which about have any information to people or less information. If the individual does not understand the opinion about specific issue media give them perception about the concern topic which gives them shed in light and make the guide about their opinion. A dual climate occur when two group have the different opinion on the same topic when the “perception of any group is winning or losing, their opinion is just the