Overview

This book is the first of its kind to apply a global perspective to Elisabeth Noelle-Neumann’s Spiral of Silence theory within the context of the social media era. Drawing on contributions from scholars across six countries, it offers a comparative analysis of how cultural norms and sociopolitical environments influence individuals' willingness to express their views online and offline. By contextualizing opinion expression through a cross-cultural lens, the volume addresses a significant gap in the literature—namely, the lack of holistic, internationally comparative research on public opinion dynamics in digital spaces.  Contributors present the most current observations on factors shaping the ""climate of opinion"" in their respective national contexts. This approach enables a nuanced exploration of how users engage in or withdraw from public discussions, particularly around sensitive or politically charged issues. In doing so, the book rethinks assumptions about the universal applicability of the Spiral of Silence theory, emphasizing the importance of cultural variation in shaping communication behaviors and decisions.  Importantly, the volume also interrogates the role of social media algorithms and emerging AI-driven systems in reinforcing or disrupting these dynamics. Algorithmic curation, recommendation engines, and content moderation tools shape the visibility of viewpoints, subtly influencing users’ perceptions of dominant opinion climates. These technological infrastructures can amplify majority opinions, suppress minority voices, and exacerbate the psychological mechanisms behind the spiral of silence—often without users being aware of their impact. The interplay of these digital systems with cultural and psychological factors forms a critical new dimension in understanding opinion formation in the 21st century.  The book’s findings are globally relevant, particularly for societies experiencing high levels of migration and cultural diversity. It offers crucial insights into how migrants and culturally diverse communities participate in online public discourse, and whether their contributions are acknowledged or marginalized—an essential consideration for achieving inclusive social cohesion. By unpacking how, when, and why people across different cultural contexts engage in public expression, this book deepens our understanding of the true scope and shape of ‘public opinion’ in both digital and physical arenas. 

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Maggie Jiang is currently a tenured Associate Professor in the School of Social Sciences at UWA. With a PhD from Australia and prior studies at Birmingham University’s leading European Studies Centre in the UK, she has dedicated herself to higher education since 2006. Maggie’s research interests encompass cross-cultural communication, social media, and public relations, with publications featured in high-profile media outlets such as the Washington Post, Wall Street Journal, and ABC. One of Maggie’s books Cyber-nationalism in China has been sold and downloaded more than 60,000 times. One of her articles on Reversed agenda-setting effects, published by the Journal of International Communications, has become one of the most read articles. Maggie is a leader in promoting inclusivity and equity, she is also the founder of the My Australia Story storytelling series. She has received national recognition for her contributions to the community and her leadership within the Australian-Chinese diaspora.   Lisa Cluett plays a leading role at the Perth US Asia Centre in providing direction in communication and engagement to support the Centre's mission of strengthening relationships and strategic thinking across the Indo-Pacific region. Lisa also leads the Centre’s educational programs including developing and delivering the inaugural micro-credential course called ‘Australia and the Indo-Pacific – understanding our strategic connections to Asia’.  Following an early career in television and a PhD in environmental science based in northern Australia, Lisa has gained more than 20 years’ experience in strategy development, online engagement and community building, corporate governance, program evaluation and user analytics.  She has been awarded national awards for her work in education, marketing and online delivery. 

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