| Summary: | 碩士 === 世新大學 === 新聞學研究所(含碩專班) === 103 === In today's ever-changing media landscape, mass media environment is no longer as Noelle-Neumann shaping the situation "Spiral of Silence" before. Online environment provides possibilities of similar or inconsistent ideological propagation. Because audience can receive and express information online, notice the opinion climate and gather like-minded people in the social media bypassing the mainstream media, people may not feel alone within online environment. The existence of Internet might affects and even challenges Noelle-Neumanns’ basic theory assumption of the Spiral of Silence.
This study adopt on content analysis and questionnaire to investigate the Spiral of Silence of Facebook. In content analysis, found that Facebook users have more different opinions about Wen-Je Ko & Sheng-wen Lien (mayoral candidate of Taipei of 2014). The Facebook users who receive about candidates’ positive, negative information may also affect them to assess the opinion climate. In questionnaire, the valid of questionnaires namely 545, despite that no significant correlation between the climate of opinion and express the views of Facebook, but the subjective norm variables which are affected by reference groups and the general public opinion of the instant society will have significant relevance with express the views of Facebook. Which is proof the spiral of silence indirectly; in addition, fear of isolation did not significantly associate with express the views of Facebook in this study.
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