The Εffects of censoring and the spiral of silence on focus group interviews: a case study of discussions on immigration

Focus groups assess the oral expressions of opinions of participants on a particular topic under discussion. They have several advantages over other qualitative research methodologies such as depth interviews because focus groups can discover people's attitudes and motivations while revealing the underlying views or values held by them. However, as focus groups elicit more socially expressed and contested opinions and discourses than Individual opinions, their discussions can be contaminated by the situational constraints and social pressures within the group. These include group dynamics, confonnity, censoring, the Group Leader Effect, the Groupthink Syndrome, the effects of the Spiral of Silence, characteristics of group members, and the climate of opinion within the group and in society at the time. This case study examines the effects of these factors on the 'horizontal interactions' between group members during a discussion with undecided voters about immigration, using two situations where focus group members took offence at comments made by another and challenged them, when the topic under discussion was personally relevant to them. Other members of the group, offending or otherwise, then remained silent, retracted their opinions to placate the challenger, and expressed neutral or conciliatory opinions in an effort to return the discussion to a state of equilibrium. It then examines some measures that can reduce such contaminations, including
methodological triangulation, where several methods and methodological
approaches are used to examine a given phenomenon, instead of just one method, such as the sole use of transcripts of focus group discussions.