A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Monitoring and Expressing Opinions on Social Networking Sites – Empirical Investigations based on the Spiral of Silence Theory
Social networking technologies such as Facebook are increasingly used for the exchange of information and opinions on politically and civically relevant issues. Drawing on the spiral of silence theory, this dissertation investigated the psychological mechanisms leading to the formation of opinion climates on social networking platforms. Specifically, this work focused on (a) whether and how users monitor other people’s opinions through these technologies and (b) under which circumstances they are willing to contribute to these opinion climates by voicing their personal viewpoint on these platforms. These two processes were addressed by five empirical studies. Study 1 examined the effects of different opinion cues (available on Facebook) on people’s inferences about public opinion. Results of a two-session experiment showed that individuals’ fear of isolation sharpened their attention toward user-generated comments, which, in turn, affected recipients’ public opinion perceptions. The latter influenced subjects’ opinions and their willingness to participate in social media discussions. Study 2 explored the situational manifestations of people’s fear of isolation and environmental variables as influence factors of people’s outspokenness. Results from qualitative interviews revealed a variety of sanctions people expect from others when voicing a minority opinion and a series of factors such as the size or the relationship to the audience which could exert an impact on one’s willingness to express their opinion. Study 3 further investigated the expectations of sanctions and their explanatory value regarding people’s communication behavior in different situations. Findings from an experiment demonstrated that the expectation of being personally attacked can explain why people are more inclined to express a minority opinion in offline rather than in online communication settings. Study 4 tested whether the publicness of social networking platforms in terms of the size and relational diversity of the audience affect ...
Monitoring and Expressing Opinions on Social Networking Sites – Empirical Investigations based on the Spiral of Silence Theory
Social networking technologies such as Facebook are increasingly used for the exchange of information and opinions on politically and civically relevant issues. Drawing on the spiral of silence theory, this dissertation investigated the psychological mechanisms leading to the formation of opinion climates on social networking platforms. Specifically, this work focused on (a) whether and how users monitor other people’s opinions through these technologies and (b) under which circumstances they are willing to contribute to these opinion climates by voicing their personal viewpoint on these platforms. These two processes were addressed by five empirical studies. Study 1 examined the effects of different opinion cues (available on Facebook) on people’s inferences about public opinion. Results of a two-session experiment showed that individuals’ fear of isolation sharpened their attention toward user-generated comments, which, in turn, affected recipients’ public opinion perceptions. The latter influenced subjects’ opinions and their willingness to participate in social media discussions. Study 2 explored the situational manifestations of people’s fear of isolation and environmental variables as influence factors of people’s outspokenness. Results from qualitative interviews revealed a variety of sanctions people expect from others when voicing a minority opinion and a series of factors such as the size or the relationship to the audience which could exert an impact on one’s willingness to express their opinion. Study 3 further investigated the expectations of sanctions and their explanatory value regarding people’s communication behavior in different situations. Findings from an experiment demonstrated that the expectation of being personally attacked can explain why people are more inclined to express a minority opinion in offline rather than in online communication settings. Study 4 tested whether the publicness of social networking platforms in terms of the size and relational diversity of the audience affect ...
Monitoring and Expressing Opinions on Social Networking Sites – Empirical Investigations based on the Spiral of Silence Theory
Neubaum, German (author) / Krämer, Nicole
2016-12-07
Theses
Electronic Resource
English
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