2026.07.17
It describes the process by which an idea initially considered unthinkable or unacceptable gradually shifts to being viewed as acceptable, then discussable, subsequently sensible, popular, and finally becomes law or official policy. Often, this is a deliberate process driven by opinion shapers aiming at:
- Familiarization through repetition (mere-exposure effect): In psychology, continuous exposure to an idea can make it seem more familiar and less foreign, without this necessarily meaning that people change their minds about its core substance.
- Normalization: The gradual transformation of a behavior or idea from unacceptable to socially tolerated or commonplace.
- Agenda-setting: This refers to the way continuous coverage of an issue by the media or in public debate turns it into a major topic of discussion. It does not in itself mean that citizens will accept it, but rather that it will be deemed a topic that ‘must be discussed.’
An example: Certain ideas regarding gender identity, gender-neutral language, or diversity were previously discussed mainly within academic circles and were considered marginal and unacceptable by a large part of society.
- Subsequently: The issue began to be featured more frequently in universities, media, cinema, television, and social media. Public debate grew more intense.
- Then: Large corporations, educational institutions, and public organizations adopted relevant policies or guidelines.
- Finally: In several countries, laws or administrative regulations were enacted regarding, for instance, gender identity recognition, protection against discrimination, or the use of specific terminology.
A second, characteristic example is Glenn Beck’s book, The Overton Window.”
“The book’s plot
The protagonist, Noah Gardner, is a successful young public relations executive with little interest in politics. His life changes when he meets Molly Ross, a woman who believes there is a long-standing plot to transform the United States into an authoritarian regime.
As the novel unfolds, a major terrorist attack occurs, the government acquires emergency powers, civil liberties are restricted, and media and public relations mechanisms manipulate public opinion, while Noah struggles to uncover who is behind these events.
Beck uses the concept of the Overton Window not just as a political theory, but as a mechanism of social change. The logic he presents is roughly as follows:
- A crisis is either manufactured or exploited.
- The citizens are gripped by fear.
- Measures that would previously have been deemed unacceptable are proposed.
- Because they are presented as necessary to manage the crisis, they become accepted.
- Temporary powers are gradually converted into permanent ones.
This recalls the famous quote attributed to economist Milton Friedman:
‘Only a crisis — actual or perceived — produces real change.'”
Political language is designed to make lies sound truthful and murder respectable.
George Orwell