The spiral of silence is a theory based on the idea that certain views and opinions are expressed more than others due to some people muting their ideas rather that stating them.  Thus, the spiral occurs when individuals perceive that their opinion is popular and so express it while others feel their view is less accepted and therefore keep quiet out of fear for reprisal or isolation.  This process then results in a spiral so that one side of the issue is covered heavily while the other side receives very little recognition.  Researcher Elisabeth Noelle-Neumann suggests that the main component in keeping quiet is out of fear; the person with the less popular view may want to be on the winning side and may also want to avoid isolation from his/her social group.  She also believes that the media contributes heavily to this phenomenon as it publicizes public opinion and makes evident those views that are dominate (Littlejohn, 2002).