Fear of Isolation and Perceived Affordances: The Spiral of Silence on Social Networking Sites

• In Event: Social Media Resistance and Silence

Abstract

The spiral of silence (SoS) framework elaborates the factors that determine whether individuals are willing to express their opinions in public. Although previous scholarship has examined differences in between face-to-face and computer-mediated communication, research studies have rarely tested how perceived affordances of the channel influence whether individuals express opinions or self-censor. In this study (N = 399), we examine several propositions of SoS within the context of discussing police discrimination on Facebook. To extend the theory’s relevance to social networking sites, we examined how users’ perceptions of network association, social presence, anonymity, and persistence related to opinion expression. Findings indicate support for some of the theory’s original tenets as well as the role of multiple perceived affordances in determining whether people will express an opinion to their online social network. We discuss the implications for measuring and understanding political expression and silencing on social media as well as offline.

Authors

• Jesse Fox, Ohio State U

• Lanier Frush Holt, Ohio State U