The Spiral of Silence as a Media Effect in the 2009 Romanian Presidential Campaign
The Spiral of Silence as a Media Effect in the 2009 Romanian Presidential Campaign

Summary/Abstract: Media effects within a concrete event such as the presidential campaign reveal the importance of media influence or of published polls during the campaign, which can contribute to the appearance of a spiral of silence to some candidates’ detriment. All these elements lead to changing the voting intentions and the willingness of publicly sustaining candidates. The article proves that the more people come in contact with media coverage of the electoral campaign, the more they tend to be guided by media promoted view, and the more voters get to know the estimated winners, the more they adjust public attitudes and opinions regarding candidates. Furthermore, if people become aware of the fact that their choices are unpopular, they tend to pass them over in silence or to dissimulate their real options. The appearance of the spiral of silence phenomenon can determine essential changes both in electorate’s behaviour and within the evolution of the campaign.

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