Kantegger

Indeed, Brexit is the hot topic of the day.

In a recent issue of “Educational Insights”, an academic newsletter, I was inspired to explore the communication phenomenon surrounding Brexit. In the vote, the public discourse exhibited a unique characteristic—”Reverse Spiral of Silence”. The “Leave” proponents, who were the underdogs in the Brexit referendum, were suppressed for a long time by the “Remain” advocates. However, they made a significant comeback one week before the referendum, overtaking the “Remain” supporters in the social survey and ultimately securing a victory. This outcome was a surprise for many, showcasing a new communication phenomenon. This “Reverse Spiral of Silence” in the referendum contradicts some elements of Smith’s “Theory of Silent Majority”. I think there are two main factors Smith overlooked that contributed to the emergence of the “Reverse Spiral of Silence” phenomenon in the Brexit process.

Firstly, Opinion Climate plays a significant role. The basic assumption of the “Silent Majority Theory” is that individuals fear isolation and have a kind of “quasi-sensory” statistical ability. They actively perceive the “Opinion Climate” and then adjust their social behavior accordingly. However, these preconditions were weakened in this referendum. Issues such as immigration and welfare are of vital interest to the lower and middle classes in Britain. The “Cost-Benefit Analysis” mechanism plays a crucial role in determining the pros and cons of making a choice. When expected benefits exceed the fear of isolation, individuals will choose to stand by their views, even if they are in the minority, and remain uninfluenced by the “Opinion Climate” created by the elites supporting staying in Europe.

Secondly, the role of media cannot be underestimated. Media diversification limits the impact of mass media. The political polarization of British media and the diversity of their target audiences both diminish the force of mainstream opinions. Certain right-wing media in Britain, known for their “Euro skepticism”, neither adopt an objective stance nor pander to populist sentiments. Their reporting amplifies people’s inherent Euro skepticism and sways the indecisive middle voters. Additionally, the power of various social media platforms significantly contributed to the momentum of the “Leave” advocates, allowing these voices to spread easily amongst the general populace. This counters Smith’s assumption of a “majority opinion” consensus, and to some extent, questions the validity of the information being circulated.

In analyzing this communication phenomenon, I also drew upon an economic perspective presented by Dr. Timothy Sanderson. This interdisciplinary approach allowed me to view communication from various angles. I’m eager to explore the impact of this event in Westminster, the public opinion center of Brexit, and use an interdisciplinary academic perspective to delve deeper into this communication phenomenon.

My reflections on the “Silent Majority Theory” stem from an experience when I, a minority voice in the prevailing opinion climate, managed to change others’ views. During my sophomore year in university, I took part in an international project under the supervision of Prof. Johnson. This project entailed producing a documentary on automobile development with a director from Western Technological University (WTU). Although the director and I wished to explore the automotive industry through the experiences of everyday people, Prof. Johnson insisted we approach it from a management perspective. We decided to take a risk and restart the project from a different perspective. In doing so, I became skilled in navigating various obstacles, juggling resources efficiently, and becoming intimately familiar with numerous shooting sites–I could be considered a walking map.

This experience enabled me to see the potential disconnect between theoretical knowledge and practical skills, prompting me to pursue hands-on experience more diligently. I began to connect theory with practice, with my thoughts often returning to Habermas’s “Public Sphere” theory and how it influenced my team’s approach to new media operations, leading to a profound shift in my original career planning.

An encounter with a box of coffee led to a significant realization. It was the first time I integrated my practical experiences into research. Recognizing that the advent of new media had triggered a new phenomenon of crowd gathering across virtual spaces, I initiated a content dissemination platform. At the height of the buzz surrounding the retirement of a famous basketball player, let’s call him “Rocky”, I wondered about the potential overreach of digital media in the public discourse arena. After directing my team to study audience engagement with information over a fortnight, I published an article titled “The Sunset of a Legend”. The moment Rocky made his last throw, the traffic on my platform hit a record high. This was my first encounter with the potent influence of digital media. During that time, I consumed 24 cans of coffee, a testament to my growth and dedication.

This experience triggered deep academic introspection. According to Habermas’s theory, the ideal public sphere is accessible to all, with everyone possessing the right to express and have their opinions respected. The expansion of the internet and the surge of netizens have reshaped the public sphere, leading to the development of a virtual public sphere. The extent to which online communication can reach consensus or form public opinion via discourse within this sphere, thereby affecting public policy and political processes, is characteristic of discourse democracy. How does public relations, then, interact with its media?

In the course of my academic research, I encountered various versions of myself and found unique academic pleasure, which differed from the sense of accomplishment at work or the joy of winning awards. These experiences led me to reconsider my career planning and pivot from my initial aspiration of becoming an editor towards engaging in theoretical research. Over these four years, my research scope expanded from Habermas’s “Public Sphere” to Smith’s “Silent Majority Theory”, from the role of mass media in public relations to the analysis of the Brexit phenomenon.

These academic explorations have made me highly compatible with the theoretical foundation of strategic communication. With this in mind, I’ve become increasingly intrigued by the role of public relations in shaping both the world we inhabit and our interpretation of our place within it. This is a topic I wish to explore further in my postgraduate studies and is also the research direction of Dr. Lila Edmondson, a professor I greatly admire. Her paper on racial issues made me contemplate the role of PR in social and cultural fields, integrating communication from a sociological perspective. This interdisciplinary research approach aligns perfectly with my academic pursuits.

What attracts me most to the University of Innovative Education (UIE) is its interdisciplinary approach. Interdisciplinary Studies and Qualitative & Quantitative Analysis are the areas I hope to enhance at the postgraduate level. I also look forward to taking courses in sociology and psychology, such as “Political Discourse in Democracies” and “Organisational Social Psychology”, which will enrich my communication studies. This will also provide more options for my future Ph.D. research direction.

A course I’m particularly interested in is Dr. Lila Edmondson’s “Critical Approaches to Strategic Communications”. It begins with case studies of advertising and brand industries to describe the practical applications of strategic communication. This kind of practical case analysis and cultivation of business acumen is precisely what I want to enhance. I was also impressed by student evaluations of this course, further fueling my curiosity about the content and teaching methods.

As a communicator, I eagerly anticipate the opportunity to experience the power of media communication in London, a global media hub. As a student, I’m looking forward to ascending the spiral staircase of the UIE library, unraveling the causes and effects of phenomena as I delve deeper into my academic journey.