Societal Majority, Facebook, and the Spiral of Silence in the 2016 US Presidential Election

• Main Authors: Matthew J. Kushin, Masahiro Yamamoto, Francis Dalisay
• Format: Article
• Language: English
• Published: SAGE Publishing 2019-06-01
• Series: Social Media + Society
• Online Access: https://doi.org/10.1177/2056305119855139

The 2016 US presidential election was highly contentious, as both candidates, Hillary Clinton and Donald Trump, received strong polarizing support and opposition with controversial campaigns, name-calling, and violence at campaign rallies. This may have contributed to an opinion climate where citizens were reluctant to express support for a candidate. This study tests the spiral of silence theory in the context of this election. We examine the interplay among opinion congruency, fear of isolation, and willingness to express support for a candidate. Data from an online survey show that opinion congruency for Clinton in society at large, and for Trump on Facebook, had indirect associations with willingness to express support for a candidate face-to-face, on Facebook, and in anonymous online settings through fear of isolation.