Citation

Silencing the Mainstream: The Online Public Discourse Constructed by Social Auto-sharing, the Long Tail and the Spiral of Silence

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

Characteristics of media contribute to the form and direction of public discourse and influence people’s ways of thinking and behaviors. Auto-sharing, as a fundamental opinion expression mechanism of social media, reforms public discourse through transforming previously private activities into a new form of public message. With people’s fear of negative evaluation, the Spiral of Silence offline might be duplicated and strengthened online, which might weaken the Long Tail—the Internet’s ability to bridge non-mainstream products to target audiences—through reducing people’s willingness to share what they really like. The present study examined the existence and relationship of the Long Tail and the Spiral of Silence on the social music platform Spotify to see whether auto-sharing made the Internet more heterogeneous or homogeneous. The findings demonstrate that Spotify’s auto-sharing facilitates the discovery of and revenue from non-mainstream music. Also, the Spiral of Silence only exists when people listen to mainstream music.

Most Common Document Word Stems:

mainstream (163), music (104), listen (99), silenc (94), opinion (87), social (84), share (79), non (75), spotifi (69), non-mainstream (60), long (57), tail (55), spiral (55), activ (52), 1 (51), m (47), public (44), artist (42), media (42), agre (39), strong (39),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p671342_index.html
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MLA Citation:

Li, Minjie. "Silencing the Mainstream: The Online Public Discourse Constructed by Social Auto-sharing, the Long Tail and the Spiral of Silence" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 <Not Available>. 2018-08-30 <http://citation.allacademic.com/meta/p671342_index.html>

APA Citation:

Li, M. , 2013-08-08 "Silencing the Mainstream: The Online Public Discourse Constructed by Social Auto-sharing, the Long Tail and the Spiral of Silence" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC Online <APPLICATION/PDF>. 2018-08-30 from http://citation.allacademic.com/meta/p671342_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Characteristics of media contribute to the form and direction of public discourse and influence people’s ways of thinking and behaviors. Auto-sharing, as a fundamental opinion expression mechanism of social media, reforms public discourse through transforming previously private activities into a new form of public message. With people’s fear of negative evaluation, the Spiral of Silence offline might be duplicated and strengthened online, which might weaken the Long Tail—the Internet’s ability to bridge non-mainstream products to target audiences—through reducing people’s willingness to share what they really like. The present study examined the existence and relationship of the Long Tail and the Spiral of Silence on the social music platform Spotify to see whether auto-sharing made the Internet more heterogeneous or homogeneous. The findings demonstrate that Spotify’s auto-sharing facilitates the discovery of and revenue from non-mainstream music. Also, the Spiral of Silence only exists when people listen to mainstream music.


Similar Titles:
Extending the Spiral of Silence: Partisan Media, Perceived Support, and Sharing Opinions Online

Can the Spiral of Silence predict social media-offline collective action? The role of different opinion climate indicators and cognitive effort in the process

Rational and Social Control Model of Public Opinion: The Spiral of Silence and the Conceptualization of Opinion Expression


 
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