OPINION CLIMATE PERCEPTIONS IN SOCIAL MEDIA: A THINK-ALOUD INVESTIGATION OF RACIAL GROUP IDENTITY AND DIABETES IN SINGAPORE

Abstract

This research investigates the convergence of mass media and interpersonal sources (or ‘mass-interpersonal sources’) on social media, and how users form perceptions of the opinion climate through the blending of information from the two sources. Computer-aided think-aloud interviews were carried out among 35 Singaporean millennials aged 21 to 35, from four racial groups in Singapore (Chinese, Malay, Indian, Others) on the topic of diabetes in Singapore. The findings revealed the role of mass-interpersonal opinion cues in affecting individual perceptions of the opinion climate, and the importance of source evaluation and aggregate user representations in social media. The findings also suggest the influence of racial group identities and racial stereotypes on participants’ perception of the public opinion. The implications of the findings on communication practices and public policy are discussed.