Spiral of Silence in the Social Media Era

This book is the first of its kind to apply a global perspective to Elisabeth Noelle-Neumann’s Spiral of Silence theory within the context of the social media era. Drawing on contributions from scholars across six countries, it offers a comparative analysis of how cultural norms and sociopolitical environments influence individuals' willingness to express their views online and offline. By contextualizing opinion expression through a cross-cultural lens, the volume addresses a significant gap in the literature—namely, the lack of holistic, internationally comparative research on public opinion dynamics in digital spaces. Contributors present the most current observations on factors shaping the "climate of opinion" in their respective national contexts. This approach enables a nuanced exploration of how users engage in or withdraw from public discussions, particularly around sensitive or politically charged issues. In doing so, the book rethinks assumptions about the universal applicability of the Spiral of Silence theory, emphasizing the importance of cultural variation in shaping communication behaviors and decisions. Importantly, the volume also interrogates the role of social media algorithms and emerging AI-driven systems in reinforcing or disrupting these dynamics. Algorithmic curation, recommendation engines, and content moderation tools shape the visibility of viewpoints, subtly influencing users’ perceptions of dominant opinion climates. These technological infrastructures can amplify majority opinions, suppress minority voices, and exacerbate the psychological mechanisms behind the spiral of silence—often without users being aware of their impact. The interplay of these digital systems with cultural and psychological factors forms a critical new dimension in understanding opinion formation in the 21st century. The book’s findings are globally relevant, particularly for societies experiencing high levels of migration and cultural diversity. It offers crucial insights into how migrants and culturally diverse communities participate in online public discourse, and whether their contributions are acknowledged or marginalized—an essential consideration for achieving inclusive social cohesion. By unpacking how, when, and why people across different cultural contexts engage in public expression, this book deepens our understanding of the true scope and shape of ‘public opinion’ in both digital and physical arenas.