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This research aims to examine the ways and the extent to which social media platforms undermine the spiral of silence by facilitating the expression of diverse voices and opinions.

Semi-structured interviews were conducted with members of closed groups focused on non-consensus topics.

Facebook closed group members perceive the media as isolating and portraying their issues negatively. However, these groups offer support, inclusion and non-judgmental opinion-sharing space. Consequently, members feel more comfortable discussing and sharing the topic outside the group, indicating a slight trend of challenging and undermining the spiral of silence through social networks.

The study faces challenges in comparing diverse groups due to unique circumstances, complex needs and societal attitudes. Each group stands alone, potentially yielding slightly different findings.

Social media challenges and undermines the spiral of silence, as these opinions are shared with the wider society and can even find their way back to mainstream media outlets. Thus, social media platforms play a significant role in disrupting the spiral of silence and facilitating the expression of diverse opinions that may have been previously suppressed.

This research emphasizes the critical role of social media in shaping public opinion and its interaction with the broader media landscape, illustrating a circular process where social media disrupts the spiral of silence by facilitating the expression of previously suppressed diverse opinions, which can then potentially influence mainstream media.

This study adds value by exploring how social media platforms can challenge and undermine the spiral of silence, enabling the expression of diverse, marginalized and underrepresented opinions in society. It highlights the role of social media in shaping public opinion and discourse, challenging the dominance of traditional media. Its originality emanates from its revelations concerning the legitimization of conversational topics, which may consequently affect media agendas.

This study evaluated the use of Internet-mediated platforms for food supply chain among Ukrainian farmers due to the war.

The study was an online survey involving 325 Ukrainian farmers. The instrument for data collection was a structured questionnaire.

The result of the study revealed the main effect of Internet-powered media such as social media, mobile applications and dedicated websites on food supply, F(1,308) 5.745, p = 0.004, p2 = 0.036. The result also revealed the interacting effect of supply intention (p = 0.001) and destination of supply (p = 0.001). Further analysis revealed that farmers with profit and charity intentions are likely to use dedicated websites, while those with trade-by-batter intentions are likely to use mobile applications. Also, the supply destination significantly interacted with the use of Internet-powered technologies (p = 0.001). A breakdown of the result showed that supply destinations in Ukraine are likely to be coordinated through dedicated websites, while those for neighbouring countries are likely to be coordinated through social media. Finally, variables from the unified theory of technology acceptance and use of technology, such as effort expectancy (ß = 0.412), performance expectancy (ß = 0.655) and social influence (ß = 0.182), collectively and individually predict the use of Internet-powered communication technologies for food supply among Ukrainian farmers, F(3,308)16.801, p = 0.001, R2 = 0.142.

This study explains how Internet-based media have contributed to the sustenance of agribusiness and food supply chain in challenging times like war.

Information from this study could be useful in understanding the contributing role of digital media in agribusiness and food supply during uncertainties.