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The Overton Window is a concept that describes the range of ideas and policies that are politically acceptable to the mainstream at any given time. Originally developed by Joseph Overton[1], the theory suggests that public opinion is not fixed but shifts over time, influenced by social movements, political leaders, and cultural trends. While some ideas are seen as radical or unthinkable today, they may become widely accepted in the future through a gradual process of normalization.
In other words, you can imagine a spectrum of ideas on a particular topic, ranging from unthinkable (too extreme for society) to policy (accepted and implemented by governments). The Overton Window represents the portion of this spectrum that is currently deemed acceptable by the public and policymakers. When activists, media figures, or politicians introduce ideas outside of this window, they may at first seem shocking or unacceptable. However, through repetition, framing, and gradual shifts in public sentiment, these ideas can move into the Overton Window, making them more acceptable and eventually mainstream.
We can find a lot of cases where the shifts in the Overton Window ended in positive changes in society. For example, a few decades ago, same-sex marriage was widely seen as unacceptable in many countries. However, advocacy efforts, legal battles, and media representation shifted public attitudes. Today, same-sex marriage is legal in many parts of the world, showing how an idea once considered extreme can become mainstream. Similarly, marijuana was criminalized for much of the 20th century, and discussions about legalization were largely outside the Overton Window. However, changing attitudes, medical research, and economic incentives have shifted the perception.
Terrorism, Radicalization, and the Overton Window
Now looking more precisely at terrorism and radicalization, the Overton Window is often discussed in the context of political and social movements but it also plays a role in the spread of extremist ideologies. Radicalization occurs when individuals are gradually exposed to extreme beliefs that were once outside their frame of reference but become normalized over time.
At an individual level, in the late 20th century, violent jihadist ideologies were considered fringe beliefs, even within extremist circles. However, through propaganda, online forums, and radical preachers, these ideas moved closer to the Overton Window for certain audiences. Groups like Al-Qaeda and ISIS leveraged media and social networks to normalize their extreme views, making them appear more acceptable to vulnerable individuals.
Similarly, and at a more societal level, the rise of far-right extremism follows a similar pattern. White nationalist ideas, once confined to the margins of society, have gradually entered public discourse. Online communities, political rhetoric, and media platforms have contributed to shifting the Overton Window, making once-taboo discussions about racial superiority or ethnonationalism more commonplace. This normalization can create an environment where hate crimes and acts of domestic terrorism become more likely.
In this way, it is possible to question what is currently happening in the United States (as in other countries), where attacks on gender-rights, democracy or even the economic system are becoming mainstream and accepted by large fringes of society. As an example, one could refer to Elon Musk´s Nazi sign on public television. Both the fact that he did it and that it was highly debated in various spheres of the population interrogates on changes in our vision of both historical and current events.
This also questions the direct impact individuals can have in shifting the Overton Window one way or the other. And in fact, political strategists, activists, and even extremist groups use deliberate tactics to move it´s margins. Some of these techniques are media influence, by controlling narratives through news outlets and social media, as well as repetition, with the slow normalization of extreme ideas through frequent discussions, or even by framing radical ideas in a way that makes them seem logical or appealing.
To conclude, the Overton Window helps explain how societies change over time—whether for progression or regression. While it has led to positive changes such as civil rights advancements, it also plays a role in the normalization of dangerous ideologies. Understanding this concept is crucial in recognizing how ideas gain traction and shape the future of public discourse.
[1] Joseph Overton himself never published on the concept which was popularized after his death, in particular by his colleague, Lehman, Joseph G. (2006). The Overton Window of Political Possibility. Mackinac Center for Public Policy.