ABSTRACT

The present study sheds light on the under-researched relationship between social media content and citizens’ engagement, as well as the impact of dialogic communication on citizens’ engagement. To this end, Facebook content of the five largest Greek municipalities was examined. A six-dimensional typology of social media content posted by local governments on Facebook was proposed. The results suggest that dialogic posts and posts that trigger offline participatory activities exerted significant influence on all forms of citizens’ online engagement. It is recommended that social media managers of local governments in Greece, as well as other countries with similar public administration styles and social media usage patterns, create dialogic loops with their citizenry by addressing users’ questions and concerns through Facebook posts. Moreover, they could publish rich media content on Facebook in the form of videos and posts that mobilise citizens to participate in various offline activities (e.g., events, council meetings).

摘要

本研究揭示了社交媒体内容与公民参与之间研究不足的关系，以及对话交流对公民参与的影响。为此，我们检查了希腊五个最大城市的 Facebook 内容。提出了地方政府在 Facebook 上发布的社交媒体内容的六维类型。结果表明，对话帖子和引发线下参与活动的帖子对各种形式的公民在线参与产生了重大影响。建议希腊地方政府的社交媒体经理，以及其他具有类似公共管理风格和社交媒体使用模式的国家，通过 Facebook 帖子解决用户的问题和疑虑，与公民建立对话循环。而且，