Effects of online user comments on public opinion perception, personal opinion, and willingness to speak out: A cross-cultural comparison between Germany and South Korea

Abstract

ABSTRACT This paper presents a cross-cultural comparison in the field of spiral of silence online. We investigated the effects of user comments on public opinion perception and users’ opinions and willingness to speak out in two cultural settings. Previous research has indicated that spiral of silence effects are greater in collectivistic versus individualistic cultures. Our study was conducted in South Korea, which is collectivistic and Germany, which is individualistic. To test the conformity and silencing hypotheses, we conducted online experiments using comments on online news sites that were congruent or incongruent with personal opinion. Our findings supported the conformity hypothesis and the impact of context on public opinion perception and personal opinion, which were shaped by comments in both countries. In Germany, effects were confined to highly collectivistic users.