Article citationsMore>>

Mutsvairo, B., & Ragnedda, M. (2019). Digital Activism in the Social Media Era: Critical Reflections on Emerging Trends in Sub-Saharan Africa. In B. Mutsvairo, & M. Ragnedda (Eds.), Mapping the Digital Divide in Africa. Amsterdam University Press.

has been cited by the following article:

• TITLE: Digital Silence: The New Frontier of Influence in Social Media Analytics

  AUTHORS: Marcel Mukadi

  KEYWORDS: Digital Silence, Silence Metrics, Social Media, Analytics, Strategic Communication

  JOURNAL NAME: Open Journal of Social Sciences, Vol.14 No.7, July 28, 2026

  ABSTRACT: This conceptual article investigates the underexplored phenomenon of digital silence in social media, drawing inspiration from Benedict XVI’s 2012 message, “Silence and Word: Path of Evangelization”. It addresses a significant gap in communication and analytics literature, which overwhelmingly emphasizes visible activity while neglecting the communicative power of intentional silence. Building on interdisciplinary perspectives—including communication theory, theology, and illustrative cases from brands, influencers, and African protest movements—the article offers operational definitions for “digital silence” and “silence metrics”, and demonstrates how absence itself can influence anticipation, sentiment, and engagement online. By treating silence as a creative force and proposing practical approaches for its measurement, this article establishes a conceptual framework that invites communicators and scholars to advance new strategies and analytical models for the digital age.