Imagine a president who proposes to annex Greenland, regain control of the Panama Canal, or depopulating the Gaza Strip– a heresy that has now entered reality. Concepts that initially appear absurd gradually become topics of debate, gain support and can become plausible, and eventually popular, over time. This phenomenon is a perfect illustration of the “Overton Window”. And we, public relations specialists, have a role to play.

The Overton Window is a key concept to understand how once marginal ideas gradually become debatable, accepted, and eventually dominant in public opinion. Designed by political analyst Joseph P. Overton, this window refers to a range of ideas that are considered acceptable within a society at any given time. Anything outside this Window is considered extreme, but the situation changes under the influence of political events, the media and social actors. Once integrated into this window, these ideas can profoundly transform norms and collective thought. 

The stages of the Overton Window  

1. Unthinkable: Ideas at this stage are considered extreme, unthinkable and are not part of the public discourse.

2. Radical: Ideas that may be defended by a minority but remain largely rejected.

3. Acceptable: Some radical ideas begin to gain traction and enter public discussions.

4. Sensible: Acceptable ideas end up being seen as logical and rational.

5. Popular: Ultimately, what was once extreme and unthinkable can become established as majority opinion or even public policies. 

The Overton Window in pop culture 

Popular culture offers compelling examples of this phenomenon: 

The French series La Fièvre, broadcast on Canal+, examines the normalisation of extremist discourse. In this dystopian world, once marginal and controversial ideas gradually become mainstream opinions. The characters, often manipulated by the media and their own fears, find themselves in a society where social norms shift insidiously. La Fièvre highlights the dangers of this transformation and the fragility of social cohesion, showing how people can come to accept radical ideas, as if they were rational.  

Similarly, the American series Succession, available on Netflix, provides another perspective of the Overton Window. The show explores the plots and power struggles within a media empire led by the Roy family. Through their control of the media the members of the family constantly manipulate what is deemed socially and politically acceptable to serve their interests. For example, they influence public opinion by controlling the media. This control of social norms and values by an elite demonstrates how ideas can be displaced or reshaped according to economic and political interests, highlighting the media’s critical role in shaping public opinion. 

Donald Trump and the normalization of extreme rhetoric 

Contemporary politics also provides examples, as evidenced by Donald Trump’s influence on public discourse in the United States. By using blunt communication and leveraging social media, Trump has managed to shift the Overton Window. His speeches and positions normalised ideas that were considered extreme – such as questioning democracy, legitimising conspiracy theories, and stigmatising some minority groups. By expanding the Overton Window, he has made these controversial ideas not only debatable, but dominant in certain segments of American society – leading to his re-election in 2024.  

Stay vigilant about shifts in public discourse 

Whether through television series like La Fièvre or Succession, or in politics with figures like Donald Trump, the Overton Window is a crucial tool for understanding how public discourse evolves. These shifts can have profound consequences on social cohesion and fundamental societal values.  

As public relations specialists, we have the responsibility to monitor these dynamics to ensure a healthy and balanced public debate. The evolution of the Overton Window serves as a reminder to remain attentive to emerging narratives and their potential impact on the future of our societies.