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Are Chinese Netizens Willing to Speak Out? The Spiral of Silence in Public Reactions to Controversial Food Safety Issues on Social Media

Author

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  • Linjia Xu

    (School of Chinese Language and Literature, University of International Business and Economics, Beijing 100029, China)

  • Jiaying Liu

    (Department of Communication Studies, University of Georgia, Athens, GA 30602, USA)

  • Jarim Kim

    (Department of Communication, Yonsei University, Seoul 03722, Korea)

  • Myoung-Gi Chon

    (School of Communication and Journalism, Auburn University, Auburn, AL 36849, USA)

Abstract

This study examines the influential factors posited by the Spiral of Silence Theory (SoS) in shaping people’s perceptions of the overall public opinion towards food safety issues in China and their willingness to speak out. Two highly controversial issues, including genetically modified (GM) food and food additives, are examined. Using an online opt-in panel in China, we collected survey responses from a total of 1089 respondents, with a comparable age distribution to that of Chinese netizens, as indicated in the most recent census. Ordinary Least Squares (OLS) regressions were conducted to make statistical inferences about the proposed research questions and hypotheses. Findings suggest that perceived opinion incongruence, self-relevance, and self-influence significantly affected the extent to which people were willing to express their opinions on social media for the genetically modified food issue, but not the use of food additive issue. The study provides evidence of the silencing effect on publicly expressing opinions about the food safety related issues in China and clarifies the potential boundary conditions of the SoS mechanism in the context of Chinese social media where the majority of public opinions come into formation.

Suggested Citation

  • Linjia Xu & Jiaying Liu & Jarim Kim & Myoung-Gi Chon, 2021. "Are Chinese Netizens Willing to Speak Out? The Spiral of Silence in Public Reactions to Controversial Food Safety Issues on Social Media," IJERPH, MDPI, vol. 18(24), pages 1-16, December.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:24:p:13114-:d:700715
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    References listed on IDEAS

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    1. Huanguang Qiu & Jikun Huang & Carl Pray & Scott Rozelle, 2012. "Consumers’ trust in government and their attitudes towards genetically modified food: empirical evidence from China," Journal of Chinese Economic and Business Studies, Taylor & Francis Journals, vol. 10(1), pages 67-87, July.
    2. Zhou, Zhimin & Wu, Jane Peihsun & Zhang, Qiyuan & Xu, Shen, 2013. "Transforming visitors into members in online brand communities: Evidence from China," Journal of Business Research, Elsevier, vol. 66(12), pages 2438-2443.
    3. Duncan J. Watts & Peter Sheridan Dodds, 2007. "Influentials, Networks, and Public Opinion Formation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 441-458, May.
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    1. Qianqian Zhai & Ali Sher & Qian Li, 2022. "The Impact of Health Risk Perception on Blockchain Traceable Fresh Fruits Purchase Intention in China," IJERPH, MDPI, vol. 19(13), pages 1-14, June.
    2. Tao Shu & Zhiyi Wang & Huading Jia & Wenjin Zhao & Jixian Zhou & Tao Peng, 2022. "Consumers’ Opinions towards Public Health Effects of Online Games: An Empirical Study Based on Social Media Comments in China," IJERPH, MDPI, vol. 19(19), pages 1-19, October.
    3. Chia-Ying Li & Yu-Hui Fang, 2022. "Go Green, Go Social: Exploring the Antecedents of Pro-Environmental Behaviors in Social Networking Sites beyond Norm Activation Theory," IJERPH, MDPI, vol. 19(21), pages 1-25, November.

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