Spiral of Silence in an Algorithm-Driven Social Media Content Environment: Conceptual Framework and Research Propositions

Cheong, Hyuk Jun and Baksh, Sufyan M. and Ju, Ilwoo (2022) Spiral of Silence in an Algorithm-Driven Social Media Content Environment: Conceptual Framework and Research Propositions. KOME: AN INTERNATIONAL JOURNAL OF PURE COMMUNICATION INQUIRY, 10 (1). pp. 32-46. ISSN 2063-7330

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Abstract

The aim of this conceptual study is to explore the major tenets of the spiral of silence theory (i.e., fear of isolation, willingness to speak out, quasi-statistical sense) within social media environments, where users are predominantly shown content that aligns with their views and interests. In this environment of algorithmic-suggested content, the researchers offer several propositions as to how the spiral of silence tenets operate relative to the perceived anonymity, tie strengths, and the postings suggested by programmed algorithms used by social media platforms. New research directions on spiral of silence theory, social media communication, and opinion polarization are also discussed. Finally, implications for researchers, policymakers, and social media practitioners are addressed.

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