This study examined the applicability of the spiral of silence theory in a computer-mediated communication (CMC) context. It explored the function of anonymity in CMC and questioned the “fear of isolation” assumption of the spiral of silence model. By linking the two bodies of literature (the spiral of silence and CMC), it explored whether or not the spiral of silence worked in the CMC context.
The experiment measured the fear of isolation and the perceived minority status as independent variables and investigated their effect on three aspects----minority opinion expression, topic selection and the order in which controversial issue was brought up in the conversation in two communication contexts (FTF vs. CMC). By elaborating on the latter two dependent variables, this study suggested new ways of conceptulizing and operationalizing “speaking out.”
The study revealed findings inconsistent with the predictions. It did not find a strong spiral effect in either communication context, like most of the previous spiral of silence research. There was no significant difference on the minority opinion expression in FTF versus CMC. Fear of isolation and the perceived minority status did not play a role in influencing minority opinion expression and the order of bringing up the controversial issue in both communication settings.
In the opposite of the hypothsis, the results of the study indicated that the communication context did affect the topic selection----People in FTF were more likely to talk about the controversial issue than people in CMC. Since topic selection was conceptualized as a mean of “speaking up,” this illustrated a less salient spiral effect in FTF. Importantly, it appeared that two traditional independent variables--- the fear of isolation and the perceived support of one’s own opinion could not account for this increased willingness to talk about controversial issue in FTF. Potential reasons for this observed difference in FTF vs. CMC are discussed. Methodogical considerations and implications for future research also are discussed.