What Do We Fear? Expected Sanctions for Expressing Minority Opinions in Offline and Online Communication

In: Communication research, Band 45, Heft 2, S. 139-164

Abstract

This work proposes the expectation of sanctions as a promising construct to advance spiral of silence research in face-to-face and computer-mediated contexts. We argue that situational factors influence people's expectations about how their social environment would punish them should they express their viewpoint in a hostile opinion climate. These expected sanctions are suggested to explain the variance in people's willingness to express a minority opinion across different social situations. An experiment showed that the expectation of being personally attacked can explain why people are more willing to voice a deviant opinion in offline rather than online environments. Findings also revealed that in contemporary social networking websites, wherein users commonly face a personally relevant audience, people are prone to hold back their opinion as they expect losing control over the reactions of their audience. This research extends previous knowledge by presenting a more differentiated theoretical view of the fear of isolation and specifying its role in different situations of public deliberation.