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Mobilizing the silent majority: Discourse broadening and audience support for entrepreneurial innovations

Entrepreneurs operating in a public interactional domain face a unique communicative challenge: they must leverage conversations with a small subset of vocal discursive partners to mobilize support from a broader base of silent audiences observing these exchanges. I propose that entrepreneurs who engage with these vocal discursive partners using what I refer to as discourse broadening are more likely to successfully gain support from the broader silent audience. Using a computational linguistics model to analyze discourses on an online platform featuring entrepreneurial innovations, this study finds an inverted U-shaped relationship between discourse broadening and support from silent audience members. This relationship is moderated by the similarity between the interpretative lenses of discursive partners and silent audience members, which influences the trade-off between the benefits and costs of discourse broadening.

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