Mayors' social media activity and the personalization of public communication
DOI:
https://doi.org/10.13037/ci.vol26.e20259770Keywords:
Public Communication, Social Media, PersonalizationAbstract
This scoping review aims to map out how the literature approaches the content produced by mayors on social media during their time in office and the ways in which the personalization of public communication and incentives for citizen participation appear on their personal profiles. The analysis of the 28 selected articles shows that social media allow for greater proximity between managers and citizens, have the potential to increase citizens' trust in the administration and are effective tools for dealing with local crises. On the other hand, personal profiles tend towards self-promotion and encourage little citizen participation.
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