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The media plays a large part in determining what the dominant opinion is, since our direct observation is limited to a small percentage of the population. As the media's coverage of the majority opinion becomes the status quo, the minority becomes less likely to speak out. Conversely, as one feels their position gaining popularity, they become more and more likely to speak about it.

The theory assumes that people are constantly assessing the public's opinion and that they use the media to do so. It also assumes that we have an inherent fear of isolation and know what opinions will bring on isolation by the majority. The theory neglects to explain a vocal minority that does not fear reprisal.