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Multiple opinion climates in online forums: Role of website source reference and within-forum opinion congruency

Nekmat, E.
Gonzenbach, W.J.
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Abstract
Through the Spiral of Silence framework, this study examines the online opinion climate effect on individual willingness to post messages in forums, using a 2 × 2 experiment manipulating website source (mainstream news/ideologically homogeneous activist group) and opinion congruency (minority/majority opinion). Individuals' willingness to post was affected only by their opinion congruency with those expressed in forums. Analysis revealed instances of individuals "speaking up" as compared to "speaking out." Other deterrents to willingness to post were also uncovered. © 2013 AEJMC.
Keywords
Activist, Online forum, Opinion climate, Spiral of Silence
Source Title
Journalism and Mass Communication Quarterly
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Date
2013-12
DOI
10.1177/1077699013503162
Type
Article
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