The Overton Window: An Explainer
You know how you’ll hear a politician say something and think, “Holy shit, did they really just say that out loud?”
And then a few years later, that batshit crazy idea is suddenly mainstream policy?
It’s called the Overton Window, and once you understand it, you’ll see it everywhere.
Named after Joseph Overton, the Overton Window is essentially the range of ideas that are considered acceptable in public discourse at any given time. It’s like the Goldilocks zone of political bullshit — not too hot, not too cold, just right for the average person to swallow without choking.
But it’s not a fixed window — it moves. And when it moves, it changes what’s considered “normal” in society.
One day, an idea is political suicide. The next, it’s in every goddamn campaign speech.
And we barely notice it happening.
Think of the Overton Window like a giant, invisible hand giving a thumbs up or down to ideas in the political arena. It’s a conceptual tool that helps us understand why some ideas gain traction while others get laughed out of the room. At any given time, the window encompasses a range of policies that are considered politically acceptable to the mainstream population. Outside this window? That’s where the “crazy” ideas live. The ones that’ll get you weird looks at dinner parties or make your grandma clutch her pearls.
What’s inside and outside the window can change. And when it does, it can change fast.
The Overton Window doesn’t just divide ideas into “acceptable” and “unacceptable.” It’s more like a spectrum of political possibilities, ranging from “Popular” to “Holy shit, are you insane?” It starts with the current situation, the status quo, the boring shit we’re all used to.
Then you’ve got the popular ideas that most people are cool with, the “well, duh” of policy options. Move along the spectrum and you hit the sensible stuff, things that sound reasonable to most folks. Keep going and you reach the acceptable ideas — not mainstream yet, but they won’t get you uninvited from Thanksgiving dinner.
Push further and you’re in radical territory, ideas that make people uncomfortable but aren’t completely off the table. And at the far end? That’s the unthinkable zone, the “are you fucking kidding me?” ideas that seem utterly absurd.
So how does an idea go from “unthinkable” to “policy”? It’s not like there’s a committee on it. It’s an interplay of social, political, and cultural factors.
But there are some common steps.
It usually starts with some people on the fringes proposing an idea that seems batshit insane to everyone else.
Think of them as the hipsters of the political world — into it before it was cool. Then these fringe ideas start getting more attention. Maybe through protests, viral social media posts, or some charismatic figures championing the cause. They’re still not mainstream, but they’re making noise.
Next, the “thoughtleaders” get involved. Academics, think tanks, and policy wonks start discussing the idea more seriously. They might not agree with it, but they’re treating it as something worth debating rather than dismissing outright.
Then the media spotlight hits. The idea starts getting more coverage. It might still be presented as controversial, but it’s being talked about in prime time. Politicians start to take notice, cautiously embracing the idea, usually testing the waters with watered-down versions.
Finally, the idea becomes so widespread that opposing it seems old-fashioned or even radical.
This process can take years. It can take decades.
But sometimes it happens so fast it’ll give you whiplash.
The thing about the Overton Window — it isn’t about what’s right or wrong, true or false. It’s about perception, and what people believe is and isn’t acceptable.
This is why you’ll sometimes hear politicians or pundits say absolutely bonkers shit that seems to come out of nowhere. They’re not necessarily trying to convince everyone right then and there. They’re trying to move the window. They’re making the unthinkable thinkable, the radical acceptable.
It’s that friend who suggests something crazy for your weekend plans.
You shut it down immediately, but now the slightly less crazy option seems reasonable in comparison.
“Well, I guess going to a bar isn’t so bad compared to breaking into the zoo and riding a giraffe…”
Take same-sex marriage. In the 1990s, the idea was considered radical in most Western countries. By the 2010s, it had become widely accepted and legally recognized in many places. The window shifted from “unthinkable” to “policy” in a relatively short time. Or consider smoking in public places. Once upon a time, lighting up a cigarette in a restaurant, airplane, or office was totally normal. Today, in many countries, the idea of smoking indoors in public spaces seems almost unthinkable. The window shifted in the opposite direction. And then there’s the concept of Universal Basic Income. The idea of governments providing a basic income to all citizens was once considered a fringe, radical idea. While it’s not mainstream policy in most places, it’s now being seriously discussed and even trialed in some areas. The window is still moving on this one.
On the flip side, we’re seeing a moving Overton window on far-right concepts. Take immigration — it used to be that even the most conservative politicians would talk about “securing our borders” or “protecting American jobs.”
Now? We’ve got people in positions of power throwing around terms like “invasion” and “replacement” like they’re discussing the weather. Mass Deportation has become an “acceptable” slogan.
The window has shifted so far that ideas that were once the domain of fringe extremist groups are now being debated on primetime news.
Or how about the rise of ethno-nationalism? There was a time when the idea of explicitly advocating for a white ethnostate would’ve been political suicide. Now? We’ve got public figures dancing around the edges of this idea, using coded language about “protecting our culture” or “preserving our way of life.” It’s like they’re playing a game of racist limbo, seeing how low they can go without explicitly saying the words.
From QAnon to election fraud claims, ideas that would’ve been dismissed as the ravings of a tinfoil hat brigade are now being entertained by elected officials. The Overton Window has shifted so far that we’re debating whether or not lizard people are running the government instead of, I don’t know, how to fix healthcare.
These shifts were the result of years of activism, changing social norms, and strategic efforts to shift the window of what’s considered acceptable.
The Overton Window isn’t inherently good or bad. It’s a tool, and like any tool, it can be used for constructive or destructive purposes. The window can shift to accommodate more progressive or beneficial ideas, but it can also move in directions that many would consider harmful or regressive. Authoritarian regimes will always try to shift the window to make previously unacceptable restrictions on freedom seem normal.
Sometimes, the Overton Window doesn’t just shift — it shatters. These are the moments of radical change in society, often sparked by major events or crises. Think about how quickly public opinion can change during a war, an economic collapse, or a global pandemic. Ideas that were once unthinkable suddenly become not just acceptable, but necessary. These moments of crisis can be opportunities for positive change, but they can also be dangerous. When the window breaks, it’s easier for extreme ideas on either end of the spectrum to gain traction.
Understanding the Overton Window gives you a superpower. It allows you to see the invisible forces shaping public opinion and policy. It helps you understand why some ideas seem to come out of nowhere and suddenly dominate the conversation. More importantly, it gives you the tools to be more than just a passive observer in a process. Once you understand how the window works, you can start to influence it.
This doesn’t mean you need to become some kind of political mastermind (though if that’s your thing, go for it you wannabe Toby Ziegler). But it does mean you can be more conscious of how your own views are shaped by the current window, and how you might be contributing to shifting it, for better or worse.
How do you navigate a world where the boundaries of acceptable discourse are constantly shifting? For starters, stay informed. Keep an eye on the fringes. What ideas are bubbling up that seem crazy now but might become mainstream later? Question everything. Just because an idea is within the current Overton Window doesn’t mean it’s right. And just because something is outside the window doesn’t mean it’s wrong. Be open to change. Your own personal Overton Window — the range of ideas you find acceptable — can shift too. Be willing to reconsider your positions as new information becomes available.
Engage in dialogue. Talk to people with different views. Understanding why people believe what they believe is crucial to understanding how the window shifts. Think long-term. Remember that today’s radical idea might be tomorrow’s common sense. Consider the long-term implications of shifts in public opinion. And be strategic. If you want to advocate for change, understand that moving the window is often more effective than trying to jump straight to your desired outcome.
The concept of the Overton Window isn’t just some academic wankery. It’s a powerful tool for understanding how societies change and how you can be a part of that change.
Whether you realize it or not, it’s shaping the world around you. And if you’re not actively engaging with it, you’re letting others decide what’s possible for our society. The window is always moving.
The question is: are you going to be the one moving it, or are you just along for the ride?
