The Spiral of Silence: ‘How do you know someone’s vegan? They won’t always tell you.’
While in the presence of a majority of meat-eaters, and to escape social stigma, many veg*ans avoid expressing their meat-free preferences. This self-reinforcing ‘spiral of silence' misses an opportunity to set an example for others to follow, thereby perpetuating the current meat-eating norm. It also prevents the onset of momentum, and helps to explain why the meat-free movement has, as of yet, failed to reach the critical mass that is needed to achieve a societal tipping point.
JAN WILLEM BOLDERDIJK: A growing number of people (privately) endorse the benefits associated with adopting a meat-free diet. Yet, the societal transition to a more plant-based diet is taking place rather slowly. Why do people’s private meat-free preferences fail to materialize in their daily food choices?… One potential explanation is that existing veg*ans are worried about social stigma, and thus may self-silence: avoid expressing their meat-free preferences during interactions with meat-eaters.
When veg*ans self-silence, they also miss an opportunity to set an example for others to follow, thereby perpetuating the current meat-eating norm. Seemingly trivial differences in the number of people that hold a certain personal preference within smaller groups can, in the long run, result in macro-level consequences for entire societies. The tendency to self-silence among veg*ans may prevent the onset of momentum and could help to explain why the meat-free movement has, as of yet, failed to reach the critical mass that is needed to achieve a societal tipping point.
Our results indeed suggest that, while in the presence of a majority of meat-eaters, and having no other ways to escape stigma, veg*ans may avoid expressing their meat-free preferences. This self-silencing could in turn discourage others from eliminating meat from their diet as well, thus perpetuating the non-vegetarian norm. Importantly, our theorizing also points a practical way out of this self-reinforcing ‘spiral of silence’: do-gooders may feel empowered to express their private, meat-free preferences when they experience ally support. This may, in turn, facilitate other aspiring veg*ans to share their meat-free preferences too.
In our study, ally support came from a physically present peer (i.e., the moderator in a group discussion). Although ally support is likely most powerful when it comes from physically present peers (i.e., exemplars), institutions may have a subtle, but widely applicable influence as well: new laws or standards set by institutions (e.g. a tax on animal products, default vegan meals in cafeteria), may signal that reduced meat consumption is no longer a minority practice that is associated with social stigma, but a growing trend. In other words, institutional decisions can signal that, although perhaps not always visible, there are allies who also follow a meat-free diet. This awareness may facilitate otherwise apprehensive aspiring veg*ans to make their meat-free preferences public during social interactions with meat-eaters. SOURCE…
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