| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所碩士在職專班 === 107 === This study attempts to conduct a trial by social media for academic discussion and hopes to find a completely new definition of the original vague concept.
Through research, we found that trial by social media is similar to Noelle Neumann's spiral of silence theory proposed in 1974. For example, in trial by social media, those who uphold justice and challenge strong opinions are the hard cores in the spiral of silence theory. Much like, and relationship bullying is also related to isolated threats.
Therefore, we chose to use the spiral of silence theory as the theoretical basis to lock in social media users to conduct research, and to use the Chinese writer Qiong Yao who initiated the controversy which related to patients' hospice rights to study the situation, and to explore what effect the social media users’ willingness to publish in the message board.
The study used the online questionnaire method to collect 387 valid samples. The study found that the variables can effectively predict social media users’ willingness to publish on the message board.The frequency of browsing the media news, the use of mass media, the education level in demographic variables; and the fear of isolated scales are not confident/fear of conflict and negative/powerless factors, can effectively predict social media users’ willingness to publish.
In the case of trial by social media, the degree of inconsistency between the personal opinions of social media users and the opinions of most netizens is also significantly different from the degree of fear of isolation when speaking. The higher the degree of inconsistency between personal opinions and the opinions of most netizens, the higher the fear of isolation. As for the fear of isolation of social media users, it is also negatively related to the willingness to publish. The less confident and fearful of conflict, the lower willingness to publicly express opinions; those who have more negative attitude towards the speech and who often feel weak in their online opinion are less willing to express their opinions.
Therefore, this study once again confirms Noel-Neumann's major point of view in the theory of silent helix. "Fear of isolation is the biggest factor affecting individuals' willingness to publish in public."
The study also found that in the age of the Internet, the role of the reference groups in the climate of opinion is becoming more and more important, and the influence is greater than that of the mass media; among them, the secondary group (online opinion leaders) in the reference groups, may be more important than the primary group (family, friends) and mass media in the reference groups; this represents that because of the popularity of social media, the target of letting the public detect the climate is no longer limited to relatives, friends, mass media. Online opinion leaders have become the key factor that influences public opinion.
Through in-depth research on trial by social media and observing the Internet users’ willingness to publish under the trial by social media, we hope that the public participation behavior extended through the Internet public opinion pipeline can be richer and better, reduce controversial trial by social media, and promote social harmony.
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