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ABSTRACT
Integrating the Spiral of Silence and the Situational Theory of Problem Solving, this study examines the relationships among fear of isolation, public segmentation, and willingness to express COVID-19 opinions amidst a public climate polarized by social media. An online survey sampled 338 U.S. participants. Findings revealed that fear of isolation predicted COVID-19 opinion expression. Additionally, segmentation of publics predicted COVID-19 online information-seeking behavior while situational variables moderated the relationship between fear of isolation and opinion expression engagement. Findings provide practical implications for effective health messaging and social media literacy efforts to combat opposing public opinion judgments about adhering to public health guidelines.
Disclosure Statement
We have no known conflict of interest to disclose.
Additional information
Notes on contributors
Linda Dam
Linda Dam is an Assistant Professor at the University of Nevada, Las Vegas. Her research interests include strategic communication in the context of marketing and public relations practices, social media effects, health communication, and new media technologies.
Anne Marie Borsai Basaran
Anne-Marie Borsai Basaran is an Assistant Professor-in-Residence of Communication at the University of Connecticut. Her research is situated at the intersection of health campaigns, social media message processing, and strategic communication.
David Atkin
David J. Atkin is Professor in the Department of Communication at the University of Connecticut. His research interests include the diffusion of emerging media and formats, political communication and digital media policy. He has done grant-supported work on media uses and is Associate Editor at Journalism & Mass Communication Quarterly.