Online opinion expression and me too movement: testing spiral of silence under social media context

Abstract

Based on the spiral of silence and cultivation theory, this study developed and tested a model of social media use, opinion congruence, fear of isolation, perception of reality and opinion expression behaviors on a controversial social issue under social media context. Results reveal that the spiral of silence theory is partly applicable. The findings from a survey of Weibo users show that social media use is a significant predictor of perception of reality, while it doesn’t predict opinion congruence. And neither perception of reality nor opinion congruence has mediation effect on the effect of social media use on opinion expression. And opinion congruence will positively predict opinion expression, while neither fear of isolation nor perception of reality predicts opinion expression.