Abstract:

Digital media constitute a key space for the negotiation of public opinion. Despite long-standing research on public opinion climates on digital media, little theory exists that considers their emergence and discursive dynamics. In this article, we conceptualize public opinion as a discursive process, which revolves around the public negotiation of normatively acceptable opinions. Reviewing and updating theoretical work on public opinion negotiations in pre-digital media, we examine how digital media have transformed this discursive process. Focusing on a) the public expression of b) normative opinions upon public issues by c) positioned speakers, resulting in d) the public negotiation of acceptable stances e) within public arenas governed by institutional and socio-technical media logics, we propose a theory of public opinion negotiations in a digital media ecosystem. Based on our conceptualization, we discuss operational implications for the empirical study of public opinion processes on digital media.

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