Spiral of cynicism Спіраль цинізму (ua)

a hypothetical process, similar to the spiral of silence, whereby persistently negative media coverage of a political campaign and politicians, especially where this emphasizes insincerity, corruption, dirty tricks, personal ambition and ignores substance and honest intention, is thought to create a climate in which trust and the wish to participate in the democratic process is diminished. In effect, the thesis holds that the more exposure to the media, the less there will be public trust and participation. The causes are held to lie especially in the process of mediatization and are also linked to media logic.
  • McQuail's, D. (2010) – р. 571