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What are the mechanisms by which groups with certain opinions gain publicvoice and force others holding a different view into silence? And how doessocial media play into this? Drawing on recent neuro-scientific insights intothe processing of social feedback, we develop a theoretical model that allowsto address these questions. The model captures phenomena described by spiral ofsilence theory of public opinion, provides a mechanism-based foundation for it,and allows in this way more general insight into how different group structuresrelate to different regimes of collective opinion expression. Even strongmajorities can be forced into silence if a minority acts as a cohesive whole.The proposed framework of social feedback theory (SFT) highlights the need forsociological theorising to understand the societal-level implications offindings in social and cognitive neuroscience.

How social feedback processing in the brain shapes collective opinion processes in the era of social media