IN MY HUMBLE OPINION: TESTING THE SPRIAL OF SILENCE IN COMPUTER-MEDIATED AND FACE-TO-FACE CONTEXTS

• Main Author: Zuercher, Robert James
• Format: Others
• Published: UKnowledge 2009
• Subjects: Spiral of Silence Theory; Fear of Isolation; Media Surveillance; Computer-Mediated Communication; Face-to-Face Communication; Communication
• Online Access: http://uknowledge.uky.edu/gradschool_theses/605; http://uknowledge.uky.edu/cgi/viewcontent.cgi?article=1609&context=gradschool_theses

The purpose of this investigation is to further an understanding of the spiral of silence theory as it functions within both face-to-face (FtF) and computer-mediated contexts. Computer-mediated communication (CMC is often touted for being an empowering medium as it affords its users anonymity. This finding could have an impact on whether the spiral of silence occurs within CMC. Previous studies have relied upon hypothetical scenarios and have established weak support for the theory. Despite this study’s utilization of a within-subjects experimental design, however, no significant differences in minority opinion holders’ fear of isolation were found. Similarly, no significant relationship was found between minority opinion holders’ attention paid to news and fear of isolation. In regards to both majority and minority opinion holders, no significant differences in perceptions of opinions expressed in either condition were found. Reasons for such unexpected findings, as well as strengths, limitations, and directions for future research are discussed.