This study surveyed voters to investigate why they shared political information on social media during the 2016 election. A strong social identity informed by political alignment was found to predict both polarization and more sharing, while feeling politically misaligned was found to decrease information sharing, supporting a spiral of silence phenomenon. Those with higher scores on a scale of social identity were more likely to feel sharing information to be an influential activity.
Cain, J. A. (2020). I’m the one: Social media, social identity, and elections. Online Journal of Communication and Media Technologies, 10(4), e202025. https://doi.org/10.30935/ojcmt/9142