Social Media

The next ECREA 2022 session is on media exposure, and begins with Ole Kelm. He notes the expansion of political participation through the use of online and social media; we now have institutional participation, protests, civic engagement, political consumerism, online activities, and other forms of participation both on- and offline. Political consumerism in particular includes elements such as boycotts, buycotts, discursive political consumerism, and lifestyle political consumerism.

News consumption underpins those activities, and the role of news consumption in boycotts and buycotts has already been investigated; social media activities and political discussions further inform and influence such forms of action …

The final speaker in this ECREA 2022 session is Jule Scheper, who again highlights both the Spiral of Silence theory, but also the limited effects of such dynamics that have been observed empirically. Under what circumstances, then, might there be more significant effects? The present paper explores this for health communication in the context of COVID-19 mitigation efforts.

Perceptions of being in a minority negatively affect people’s willingness to public express their opinions. Further, the present project assumes that the higher the morality of the topic, the stronger the silencing effect; but also, the greater a person’s interest in the …

Next up in this lively ECREA 2022 session on the Spiral of Silence is Oana Stefanita, whose focus is on the expression of hate speech against the Roma community in online spaces in Romania. Hate speech is now widespread and a major problem in online and social media, and takes a number of forms; while platforms are taking some efforts to remove such content, this also conflicts with ideas of ‘free speech’, and can be amplified by platform algorithms. And hate speech can have some very severe psychological and physical effects, of course. Victims of hate speech often tend to …

The next speaker in this ECREA 2022 session is Liz Solverson, who asks why the majority might remain silent on social media, with a particular focus on why young adults remain silent on political topics on social media. Liz worked with focus groups of young adults, exploring how they used social media for political and general purposes, how they experienced their relationship to political expression, and what they understood as good citizenship.

General explanations for non-participation in political debate is a sense of low internal efficacy: people feeling that they have insufficient skills to express themselves. Additionally, they may fear …

The next speaker in this ECREA 2022 session is Marius Gerads, whose focus is on integrating hostile media perception into Spiral of Silence theory. People with such perception see the media tenor as dissonant with their own opinion; this leads them to perceive themselves as being in the minority, and Spiral of Silence theory thus suggests that these people would fall silent. But this isn’t what we can now observe; rather, many people with such perceptions are highly vocal in their media critiques.

Spiral of Silence theory focusses on the climate of opinion, and Noelle-Neumann originally suggested that this can …

For this first morning of ECREA 2022 proper, I’m starting with a session that explores the idea of the Spiral of Silence, and we start with a paper by Christiane Eilders. She begins by noting the importance of public opinion expression as a prerequisite to the public deliberation. Spiral of Silence theory then asks under what conditions people fall silent and refrain from expressing their opinions, and how that affects public opinion; the point here is not actually silence, though, but the expression of other opinions that lead people to believe that their own views will be unpopular.

So what …

If it’s Wednesday, this must be Aarhus, and I’m at the ECREA pre-conference on Digital Election Campaigning Worldwide, organised by the DigiWorld research network. Today, my QUT DMRC colleague Dan Angus and I presented our paper with Ehsan Dehghan, Nadia Jude, and Phoebe Matich on the use of social media during the 2022 Australian federal election campaign. Here are the slides: