Public Opinion Negotiations in a Digital Media Ecosystem: A Conceptual Framework

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 negotiations in a digital media ecosystem as a discursive process aimed at delimiting the latitude of normatively acceptable opinions. Building upon theoretical work on predigital media, we distill five enduring aspects to characterize digitally mediated public opinion negotiations as (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 digitally mediated public arenas governed by institutional and sociotechnical media logics. Discussing how digital media shape this discursive process, we propose a theory of public opinion negotiations in a digital media ecosystem, flagging operational implications for the empirical study of public opinion processes on digital media.