Keywords
Opinion
Spiral of silence
Computer-mediated communication
Civil union between same-sex couples
Communicative contexts.
Spiral of silence
Computer-mediated communication
Civil union between same-sex couples
Communicative contexts.
How to Cite
MATOS, Junia Cristina Ortiz. Opinion and communicative scenarios: influence of contextual factors on the sociopsychological processes of the spiral of silence. Opinião Pública, Campinas, SP, v. 25, n. 2, p. 258–286, 2019. Disponível em: https://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8656611. Acesso em: 17 jul. 2024.
Abstract
This study aims to investigate how contextual factors can affect the socio-psychological processes specified by the Spiral of Silence theory, such as the fear of isolation and opinion congruency. The contexts for this research were divided into online environments—social networking sites (Twitter, Facebook, and Orkut), chat rooms, and online discussion forums—and face-to-face communication. Data were obtained through an online survey about civil union between same-sex couples. Based on 226 completed forms, the data collected were then subject to statistical treatment to test our hypotheses. The analysis of the data revealed that expression of opinion, in association with socio-psychological factors that operate in the spiral of silence, is linked to a set of factors related to the specific characteristics of each environment in which the opinion is expressed. Thus, the communication configuration affects individuals’ willingness to express their views, so the spiral of silence occurs differently in each context.
References
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MOY, P.; DOMKE, D.; STAMM, K. The spiral of silence and public opinion on affirmative action. Journalism and Mass Communication Quarterly, vol. 78, n° 1, p. 7-25, 2001.
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PERLOFF, R. The third person effect: a critical review and synthesis. Media Psychology, vol. 1, n° 4, p. 353-378, 1999.
PETRIč, G.; PINTER, A. From social perception to public expression of opinion: a structural equation modeling approach to the spiral of silence. International Journal of Public Opinion Research, vol. 14, n° 1, p. 37-53, 2002.
RECUERO, R. Redes sociais na internet. Porto Alegre: Sulina, 2009.
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SALMON, C. T.; NEUWIRTH, K. Perceptions of opinion 'climates' and willingness to discuss the issue of abortion. Journalism Quarterly, vol. 67, n° 3, p. 567-577, 1990.
SCHEUFELE, D. A. Deliberation or dispute? An exploratory study examining dimensions of public opinion expression. International Journal of Public Opinion Research, vol. 12, p. 3-28, 1999.
SCHEUFELE, D. A.; MOY, P. Twenty-five years of the spiral of silence: a conceptual review and empirical outlook. International Journal of Public Opinion Research, vol. 12, n° 1, p. 3-28, 2000.
SCHEUFELE, D. A.; SHANAHAN, J.; LEE, E. Real talk: manipulating the dependent variable in spiral of silence research. Communication Research, vol. 28, n° 3, p. 304-324, 2001.
THOMPSON, J. B. A mídia e a modernidade: uma teoria social da mídia. Petrópolis: Vozes, 1998.
WILLNAT, L.; LEE, W.; DETENBER, B. H. Individual-level predictors of public outspokenness: a test of the spiral of silence theory in Singapore. International Journal of Public Opinion Research, vol. 14, n° 4, p. 391-412, 2002.
BARBER, B. R.; MATTSON, K.; PETERSON, J. The state of electronically enhanced democracy: a survey of the internet. New Brunswick: Walt Whitman Center, 1997.
BIERNACKI, P.; WALDORF, D. Snowball sampling: problems and techniques of chain referral sampling. Sociological Methods & Research, vol. 10, nº 2, p. 141-163, 1981.
BINDER, A., et al. The soul of a polarized democracy: testing theoretical linkages between talk and attitude extremity during the 2004 presidential election. Communication Research, vol. 36, n° 3, p. 315-340, 2009.
CHRISTEN, C.; GUNTHER, A. C. The influence of mass media and other culprits on the projection of personal opinion. Communication Research, vol. 30, n° 4, p. 414-431, 2003.
DAVISON, W. P. The third-person effect in communication. Public Opinion Quarterly, vol. 47, n° 1, p. 1-15, 1983.
DUCK, J.; HOGG, M.; THERRY, D. Social identity and perceptions of media persuasion: are we always less influenced than others?. Journal of Applied Social Psychology, vol. 29, n° 9, p. 1.879-1.899, 1999.
EVELAND, W.; MCLEOD, D.; SGNORIELLI, N. Actual and perceived U.S. public opinion: the spiral of silence during the Persian Gulf War. International Journal of Public Opinion Research, vol. 7, n° 2, p. 91-109, 1995.
GLYNN, C.; HAYES, A.; SHANAHAN, J. Perceived support for one’s opinions and willingness to speak out: a meta-analysis of survey studies on the ‘spiral of silence’. Public Opinion Quarterly, vol. 61, p. 452-463, 1997.
GOMES, W.; BARROS, S. Influência da mídia, distância moral e desacordos sociais: um teste do efeito de terceira pessoa. In: FRANÇA, V. V.; ALDÉ, A.; RAMOS, M. C. (eds.). Teorias da comunicação no Brasil. Salvador: Edufba, 2014.
GUNTHER, A. The persuasive press inference: effects of mass media on perceived public opinion. Communication Research, vol. 25, n° 5, p. 486-504, 1998.
GUNTHER, A.; CHIA, S. Predicting pluralistic ignorance: the hostile media perception and its consequences. Journalism and Mass Communication Quarterly, vol. 78, n° 4, p. 688-701, 2001.
HAYES, A.; SHANAHAN, J.; GLYNN, C. Willingness to express one’s opinion in a realistic situation as a function of perceived support for that opinion. International Journal of Public Opinion Research, vol. 13, n° 1, p. 45-58, 2001.
HO, S.; MCLEOD, D. Social-psychological influences on opinion expression in face-to-face and computer-mediated communication. Communication Research, vol. 35, n° 2, p. 190-207, 2008.
LASORSA, D. L. Political outspokenness: factors working against the spiral of silence. Journalism Quarterly, vol. 68, p. 131-139, 1991.
LEVIN, J.; FOX, J. A. Estatística para ciências humanas, 2004.
LIN, W. K.; PFAU, M. Can inoculation work against the spiral of silence? A case study of public opinion on the future of Taiwan. International Journal of Public Opinion Research, vol. 19, n° 2, p. 155-172, 2001.
LONDON, S. Electronic democracy. Dayton: Kettering Foundation, 1993.
MARKS, G.; MILLER, N. Ten years of research on the false-consensus effect: an empirical and theoretical review. Psychological Bulletin, vol. 41, n° 1, p. 72-90, 1987.
MCCOMBS, M.; SHAW, D. L. The agenda-setting function of mass media. The Public Opinion Quarterly, vol. 36, n° 2, p. 176-187, 1972.
MCDEVITT, M.; KIOUSIS, S.; WHAL-JORGENSEN, K. Spiral of moderation: opinion expression in computer-mediated discussion. International Journal of Public Opinion Research, vol. 15, n° 4, p. 454-470, 2003.
MOY, P.; DOMKE, D.; STAMM, K. The spiral of silence and public opinion on affirmative action. Journalism and Mass Communication Quarterly, vol. 78, n° 1, p. 7-25, 2001.
NEUWIRTH, K. Testing the spiral of silence model: the case of Mexico. International Journal of Public Opinion Research, vol. 12, n° 2, p. 138-159, 2000.
NEUWIRTH, K.; FREDERIK, E.; MAYO, C. The spiral of silence and fear of isolation. Journal of Communication, vol. 57, p. 450-468, 2007.
NOELLE-NEUMANN, E. The spiral of silence: a theory of public opinion. Journal of Communication, vol. 24, n° 2, p. 43-51, 1974.
O’REILLY, T. What is web 2.0: design patterns and business models for the next generation of software, 2005. Disponível em: https://www.oreilly.com/pub/a/web2/archive/what-is-web20.html. Acesso em: 15 mar. 2019.
PAN, Z. D., et al. Mobilizing political talk in a presidential campaign: an examination of campaign effects in a deliberative framework. Communication Research, vol. 33, n° 5, p. 315-345, 2006.
PERLOFF, R. The third person effect: a critical review and synthesis. Media Psychology, vol. 1, n° 4, p. 353-378, 1999.
PETRIč, G.; PINTER, A. From social perception to public expression of opinion: a structural equation modeling approach to the spiral of silence. International Journal of Public Opinion Research, vol. 14, n° 1, p. 37-53, 2002.
RECUERO, R. Redes sociais na internet. Porto Alegre: Sulina, 2009.
ROSSETTO, G. P. N. Fazendo política no Twitter: como os efeitos estimados das mensagens influenciam as ações e os usos da plataforma. Comunicação e cultura contemporâneas: Tese de Doutorado. Universidade Federal da Bahia, Salvador, 2013.
SALMON, C. T.; NEUWIRTH, K. Perceptions of opinion 'climates' and willingness to discuss the issue of abortion. Journalism Quarterly, vol. 67, n° 3, p. 567-577, 1990.
SCHEUFELE, D. A. Deliberation or dispute? An exploratory study examining dimensions of public opinion expression. International Journal of Public Opinion Research, vol. 12, p. 3-28, 1999.
SCHEUFELE, D. A.; MOY, P. Twenty-five years of the spiral of silence: a conceptual review and empirical outlook. International Journal of Public Opinion Research, vol. 12, n° 1, p. 3-28, 2000.
SCHEUFELE, D. A.; SHANAHAN, J.; LEE, E. Real talk: manipulating the dependent variable in spiral of silence research. Communication Research, vol. 28, n° 3, p. 304-324, 2001.
THOMPSON, J. B. A mídia e a modernidade: uma teoria social da mídia. Petrópolis: Vozes, 1998.
WILLNAT, L.; LEE, W.; DETENBER, B. H. Individual-level predictors of public outspokenness: a test of the spiral of silence theory in Singapore. International Journal of Public Opinion Research, vol. 14, n° 4, p. 391-412, 2002.
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