Facebook and the Spiral of Silence: Examining the Social Media Dynamics among Female Students in Pakistan

Naila Rafique, Saima Iqbal and Amna Malik

Journal of Business and Social Review in Emerging Economies, 2023, vol. 9, issue 3, 325-334

Abstract: The aim of this study is to investigate the way in which female Facebook users engage in political discourse, aligning its inquiry with Elisabeth Noelle-Neumann's seminal Spiral of Silence theory (1974). Focusing on key variables like participants' perceived opinion climate, willingness to express opinions, fear of social isolation, the research explores the dynamics within two distinct Facebook audience compositions: the expansive macro climate and the intimate micro-climate. The former encompasses a diverse range of connections, from old friends to online communities, while the latter involves daily interactions with friends, family, and significant others. Survey data (quantitative analysis) has been collected targeting university students in the federal capital and Rawalpindi. This study corroborates earlier findings, affirming the presence of the Spiral of Silence phenomenon on Facebook. Notably, it reveals that Pakistani women who use Facebook are more likely to express themselves in micro groups with friends and relatives compared to macro-Facebook communities with lots of individuals. The study confirmed that fear of isolation has a major impact on opinion expression in macro circles, and that opinion climate evaluation is significant for both circles.

Keywords: Spiral of Silence; Social media; Political Hate Speech; Opinion Expression (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:src:jbsree:v:9:y:2023:i:3:p:325-334

DOI: 10.26710/jbsee.v9i3.2779

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