Exploring the Spiral of Silence: Hardcore in Social Media Dynamics and the Moderating Influence of Fear of Isolation

Abstract

The Spiral of Silence theory by Noelle Neumann (Neumann N. E., 1974) comes from an era of no social media. It discusses how people’s opinion is influenced by Fear of Isolation while forming a public opinion. The existing literature lacks the application of the Spiral of Silence to study social media dynamics. Most studies exist in traditional settings to study political cases and lack individuals' personal and social aspects. This study bridges this research gap by exploring the Spiral of Silence theory on social media and also revisits the concept of “The Hardcores” coined by Neumann. To explore new dimensions, new variables are adapted from the literature and the theory to determine the relation of Personal Opinion Strength and Willingness to Speak under the Moderation of Fear of Isolation. This research elucidates the dynamics of the expression of public opinion in this digital era and indicates further alternate dimensions.