Social Media Defy Spiral of Silence Theory and Provides Baseline for new Spiral of Social Media Theory: Ground Perspective

Abstract

Spiral of Silence Theory was primarily developed within context of traditional media in 1970s. By enjoying a long journey of appreciation and fulmination, the era of social media started to make weak its roots due to involvement of individuals in communication process and make them able to speak without fear and express their opinion with their experimental support. Latest literature has also discussed widely “Spiral of Silence Theory” in contexts of online media. Based on such research studies, current study examines application of Spiral of Silence Theory and illustrates its relevance in the formation of new theory named “Spiral of SocialMedia Theory”. By reviewing existing literature, this article reveals how the social communication channels enable users to give opinionthat may affect the enthusiasm of users to articulate about notoriousissues in online context especially social media. By examining the existing literature, the researchers may investigate “Spiral of Silence Theory” with reference to online content and propose that new environment offered by online communication facilitates the readiness of persons to talk more freely, while seeming to decline the “fear of isolation”, as a result of users’ supposed empowerment to talk about any issue on the social media. Evidence from existing literature adds preciseatmosphere of opinion of online conversations. This evidence suggests formation the ground of new theory (Spiral of Social Media Theory). The idea of new theory can be observed in social media.