Weiwu Zhang

The Revolution Will be Networked

Social networking is a phenomenon of interest to many scholars. While most of the recent research on social networking sites has focused on user characteristics, very few studies have examined their roles in engaging people in the democratic process. This paper relies on a telephone survey of Southwest residents to examine the extent to which reliance on social networking sites such as Facebook, MySpace and YouTube has engaged citizens in civic and political activities. More specifically, this study looks at the extent to which social networking sites influence political attitudes and democratic participation after controlling for demographic variables and the role of interpersonal political discussion in stimulating citizen participation. The findings indicate that reliance on social networking sites is significantly related to increased civic participation, but not political participation. Interpersonal discussion fosters both civic participation and political activity. Implications of the results for democratic governance will be discussed.

Communication Communities or “CyberGhettos?”: A Path Analysis Model Examining Factors that Explain Selective Exposure to Blogs

This study used an online panel of Internet users to examine the degree to which blog users practice selective exposure when seeking political information. The research employed a path analysis model to explore the extent to which exposure to offline and online discussion of political issues, and offline and online media use, as well as political variables and demographic factors, predict an individual’s likelihood to engage in selective exposure to blogs. The findings indicate that respondents did practice selective exposure to blogs, predominantly those who are heavy blog users, politically active both online and offline, partisan, and highly educated.

Voices of Convergence or Conflict? A Path Analysis Investigation of Selective Exposure to Political Websites

This research used a path analysis model to explore the degree to which reliance on off-line and online media, off-line and online discussion of political issues, as well as political attitudes predict whether an individual will engage in selective exposure to political websites. The study also looked at selective avoidance of contradictory information on websites. The results indicate that respondents did indeed practice selective exposure when accessing information on political websites, especially among those who are politically active online and those who rely heavily on websites and blogs for political information. However, the results showed that selective avoidance did not occur, with those exhibiting increased political interest and online participation significantly less likely to avoid information that challenges their views.

Toward a Model of Political Organization–Public Relationships: Antecedent and Cultivation Strategy Influence on Citizens' Relationships with Political Parties

This study examined the organization–public relationship between citizens and their political parties against the backdrop of the 2008 presidential general election. Employing a telephone survey of registered voters (n = 508), we investigated the interaction of politically relevant relationship antecedents, relationship cultivation strategies used by political parties, perceptions of the organization–public relationship between voters and their party, and outcomes of the relationship to test a model of political organization–public relationships (POPRs). Time, interpersonal trust, mediated communication, interpersonal communication, and dialogic communication emerged as significant predictors of POPR strength. The findings lay the groundwork for further investigation of POPRs.

Gay Bullying and Online Opinion Expression: Testing Spiral of Silence in the Social Media Environment

Social network sites (SNSs) such as Facebook, Twitter, YouTube, and LinkedIn have recently attracted the attention of public opinion scholars. However, research testing existing public opinion theories in a social media context is scarce. This study represents arguably the first empirical examination of the spiral of silence theory in the social media environment. Through an experimental manipulation embedded in an Internet survey, respondents (N = 760) were presented with a hypothetical scenario (i.e., friendly or hostile) concerning gay bullying, an issue suited for investigation due to its moral components. Willingness to self-censor and to some extent, congruency with the national opinion climate were significant predictors of various online opinion response strategies, indicating the presence of the spiral of silence phenomenon in the social media environment. However, individual characteristics such as issue importance were related to willingness to communicate about the issue, suggesting a liberating effect on opinion expression.

“Was It Something I Said?” “No, It Was Something You Posted!” A Study of the Spiral of Silence Theory in Social Media Contexts

New media technologies make it necessary for scholars to reassess mass communication theories developed among legacy media. One such theory is the spiral of silence theory originally proposed by Noelle-Neumann in the 1970s. Increasing diversity of media content, selectivity, social networking site (SNS) interactivity, and the potential for anonymity have posed various challenges to its theoretical assumptions. While application of the spiral of silence in SNS contexts has been theorized, its empirical testing is scarce. To fill this void, the Pew 2012 Search, Social Networks, and Politics survey is used to test the theory. Results reveal that encountering agreeable political content predicts speaking out, while encountering disagreeable postings stifles opinion expression, supporting the spiral of silence theory in the SNS environment. However, certain uses of SNSs and psychological factors demonstrate a liberating effect on opinion expression.

Two Sides of the Coin: Assessing the Influence of Social Network Site Use During the 2012 U.S. Presidential Campaign

The increasing popularity of social network sites (SNSs) in election campaigns provides a unique climate for scholarly inquiry. The study reported here builds upon Zhang, Johnson, Seltzer, and Bichard and investigates the impact of different types of SNS use on voters’ attitudes and behavior during the 2012 U.S. presidential campaign. Sites such as Facebook, Google Plus, Twitter, and YouTube are included to offer a robust assessment of distinct relationships. A national online panel of Internet users was utilized to examine reliance on SNSs and the multiple consequences on political attitudes and behavior such as political participation, political interest, selective exposure, selective avoidance, and strength of party affiliation. The findings are evaluated for theoretical and practical implications on democratic governance.

Same Spiral, Different Day? Testing the Spiral of Silence Across Issue Types

Although research has tested the spiral of silence theory using a variety of issues, little attention is paid to how the nature of the issues affects the spiral of silence processes. This study adopts issue typologies provided by Yeric and Todd and recommended by Salmon and Glynn to test the theory using three issues: immigration (transitory), gay marriage (emerging), and abortion (enduring). Using a nationwide survey of Facebook users (N = 1,046), this study investigates how the nature of issues influences the dynamics of the spiral of silence processes. Results identify issue-specific differences, especially regarding the opinion congruency. Theoretical implications for future tests of the spiral of silence theory and public opinion research are discussed.