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

Abstract

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.