Same Spiral, Different Day? Testing the Spiral of Silence Across Issue Types

Abstract

Although research has tested the spiral of silence theory using a variety of issues, little attention is paid to how the nature of the issues affects the spiral of silence processes. This study adopts issue typologies provided by Yeric and Todd and recommended by Salmon and Glynn to test the theory using three issues: immigration (transitory), gay marriage (emerging), and abortion (enduring). Using a nationwide survey of Facebook users (N = 1,046), this study investigates how the nature of issues influences the dynamics of the spiral of silence processes. Results identify issue-specific differences, especially regarding the opinion congruency. Theoretical implications for future tests of the spiral of silence theory and public opinion research are discussed.

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“…Immigration and refugees have a strong moral component and are controversial and therefore in line with NoelleNeuman's argument that it is only from a moral or normative element that one can fear the threat of isolation (Gearhart & Zhang, 2015;Noelle-Neuman, 1984;Scheufele & Moy, 2000). This will of course also be a good example of an issue were there are competing frames and opinions.…”

“…Most studies include, in line with Noelle-Neuman's suggestions about capturing dynamics of the opinion climate, measures used to understand 76 johansson respondents' perceptions of whether their opinions are likely to become majority or minority (Gearhart & Zhang, 2015;Jeffres, Neuendorf, & Atkin, 2010;Noelle-Neuman, 1984). People who feel their opinions are about to reflect the majority position are more inclined to speak out.…”

“…As said earlier, fear of isolation is only relevant when the question at hand is controversial. In spiral of silence research, immigration is categorized as a transitory issue (Gearhart & Zhang, 2015). Transitory issues are not constantly in the public eye but reemerge from time to time.…”

“…Similar empirical support was also found in a study using Asian immigration to Australia as a case (Louis, Duck, Terry, & Lalonde, 2010). Gearhart and Zhang (2015) also included a question on immigration (if undocumented immigrants should have the opportunity to receive permanent residency) when testing different types of issues and the spiral of silence theory. The authors found robust support for the spiral of silence theory related to both immigration and the other investigated issues (abortion and gay marriage).…”

“…However, there are a few examples of studies where the climate of opinion is measured as seen to be conveyed through the mass media (Matera & Salwen, 1992). To arrive at a more thorough understanding of the processes, the design of this study also includes an analysis of those respondents who changed their inclination to speak out (see also Gearhart & Zhang, 2015) to evaluate to what extent this disposition may be related not only to the changing opinion climate but also to perceptions of the news media's reporting (media congruency), which can be viewed as a subjective measure of the opinion climate. A proposed research question is as follows:…”