Bodies of State Power on Social Networks: an Analysis of Moscow Government AccountsDownload paper
PhD student at the Chair of Mass Communications, People’s Friendship University of Russia, Moscow, Russiae-mail: firstname.lastname@example.org
Section: New Media
The article presents the results of a study into the communication strategy of public authorities, represented by the Moscow Government, on social networks. It is proved that the presence of agencies on Web 2.0 platforms is necessary, which is confirmed by high rates of user involvement in this type of communication. The content placed in Moscow Government accounts on VKontakte, Facebook and Instagram was used as material for examination. In the study, manual and automated monitoring methods were applied, the analyzed period being February – April 2020. The analysis was based on the following parameters: number of subscribers, regularity of the published posts, range of issues, publication format, average number of comments per post, top five of the most popular posts, top five of the most unpopular ones, and interaction with the audience. Particular attention was paid to one of the components of the Web 2.0 technology criteria, namely, the policy of conducting a dialogue (exchange of comments) between Moscow Government specialists and social network users. The key mistakes in the management of the publications on the web pages were identified, such as maladaptation to the particular social network, clearly bureaucratic publications and the like. The author of the article proposes a number of actions that can unlock the full potential of using social networks.DOI: 10.30547/vestnik.journ.3.2021.198215
Abercrombie N. (2004) Sotsiologicheskiy slovar’: N. Aberkrombi, S. Hill, B. S. Turner. 2-e izd., pererab. i dop. [Sociological Dictionary: N. Abercrombie, S. Hill, B.S. Turner. 2nd ed., revised and enlarged]. Moscow: ZAO «Izdatel’stvo “Ekonomika”» Publ. (In Russian)
Benkler Y. (2006) The Wealth of Networks: How Social Production Transforms Markets and Freedom. New Haven; London: Yale University Press.
Bertot J., Jaeger P., Grimes J. (2010) Using ICTs to Create a Culture of Transparency: e-Government and Social Media as Openness and Anti-Corruption Tools for Societies. Government Information Quarterly 27 (3): 264–271. DOI: 10.1016/j.giq.2010.03.001
Bertot J., Jaeger P., Hansen D. (2012) The Impact of Polices on Government Social Media Usage: Issues, Challenges, and Recommendations. Government Information Quarterly 29 (1): 30–40. DOI: 10.1016/j.giq.2011.04.004
Bykov I. A. (2011) PR, tekhnologii Veb 2.0 i elektronnoe pravitel’stvo v Rossii [PR, Web 2.0 Technologies and Electronic Government in Russia]. In S. G. Korkonosenko (ed.) SMI v sovremennom mire. Peterburgskie chteniya [Media in the Contemporary World. Petersburg Readings]. St. Petersburg: Faculty of Philology SPbGU Publ. Pp. 231–235. (In Russian)
Clift S. (2002) E-Governance to E-Democracy: Progress in Australia and New Zealand toward Information-Age Democracy. March 2002. Available at: http://www.publicus.net/articles/aunzedem.html (accessed: 13.09.2020).
Haro-de-Rosario A., Sáez-Martín A., del Carmen Caba-Pérez M. (2018) Using Social Media to Enhance Citizen Engagement with Local Government: Twitter or Facebook? New Media & Society 20 (1): 29–49. DOI: 10.1177/1461444816645652
Hofmann S., Räckers M., Beverungen D., Becker J. (2013) Our Blunders in New Media? How Local Governments Communicate with Citizens in Online Social Networks. In Proceedings of the Annual Hawaii International Conference on System Sciences. DOI: 10.1109/HICSS.2013.421
Mergel I. (2012) Social Media in the Public Sector: a Guide to Participation, Collaboration, and Transparency in the Networked World. San Francisco: John Wiley & Sons.
Mergel I. (2013) A Framework for Interpreting Social Media Interactions in the Public Sector. Government Information Quarterly 30 (4): 327–334. DOI: https://doi.org/10.1016/j.giq.2013.05.015
Neuman W. R., Bimber B., Hindman M. (2011) The Internet and Four Dimensions of Citizenship. New York: New York University Press. DOI: 10.1093/oxfordhb/9780199545636.003.0002
Obolonskiy A. V. (2011) Grazhdanin i gosudarstvo: novaya paradigma vzaimootnosheniy i shagi po ee institutsionalizatsii [The Citizen and the State: a New Relations Paradigm and the Steps Leading to Its Institutionalization]. Voprosy gosudarstvennogo i munitsipal’nogo upravleniya 1: 5–16. (In Russian)
Picazo-Vela S., Gutiérrez-Martínez I., Luna-Reyes L. F. (2012) Understanding Risks, Benefits, and Strategic Alternatives of Social Media Applications in the Public Sector. Government Information Quarterly 29 (4): 504–511. DOI: 10.1016/j.giq.2012.07.002
Reddick Ch. G., Aikins St. K. (2012) Web 2.0 Technologies and Democratic Governance. Political, Policy and Management Implications. New York: Springer. DOI: 10.1007/978-1-4614-1448-3
Sandoval-Almazán R. et al. (2012) Open Government 2.0: Citizen Empowerment Through Open Data, Web and Mobile Apps. In IGEOV’12: Proceedings of the 6th International Conference on Theory and Practice of Electronic Governance. Pp. 30–33. DOI: https://doi.org/10.1145/2463728.2463735
Vyubben D. (2014) Kontent – eto valyuta: kak razrabatyvat’ prodayushchiy kontent.[Content Is Currency: Developing Powerful Content for Web and Mobile]. Moscow: Mann, Ivanov i Ferber Publ. (In Russian)