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Metamedia, Ecosystems and Value Chains Read chapter Read first chapter

2017 | OriginalPaper | Chapter

58. Twitter as a Communication Tool for Local Administrations: The Cases of São Paulo and Madrid Municipalities

Author : Flávia Gomes-Franco e Silva

Published in: Media and Metamedia Management

Publisher: Springer International Publishing

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Abstract

The development of interactive digital tools has prompted a raft of changes in the traditional model of communication, replacing vertical and unidirectional discourse for a shared content construction on the Internet. Nowadays, networks and social media related to the web 2.0 promote closeness between all parties involved in the communication process. Local administrations are also affected by the new interactive channels, having to adapt themselves to the demands of citizen-users. The present research mainly aims to compare, using an approximate analysis, the use of Twitter by the City Halls of two emblematic cities: São Paulo (Brazil) and Madrid (Spain). A web content analysis on a sample of tweets posted on the official Twitter account of the two City Halls has been conducted. The study reveals an under-use of communication and interactive resources at this microblogging platform, with accounts transformed in mere shop windows especially destined to generate traffic to the websites in each municipality.

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previous chapter Spanish TV Series on Twitter: What Social Media Audiences Say
next chapter The Environment of Web 2.0 as a Relational Factor in the Use of Loyalty-Raising Parameters Within the University Environment
Footnotes
1
In Spanish in the original: “se convierte en un canal claro de interacción cuando responde a consultas ciudadanas que se le dirigen directamente”.
 
2
In Portuguese in the original: “Twitter oficial da Prefeitura de São Paulo. Aqui você encontra notícias e informações sobre a cidade que a gente ama”.
 
3
In Spanish in the original: “Perfil oficial del Ayuntamiento de Madrid”.
 
4
In Portuguese in the original: “Prefeitura lança primeira Unidade Móvel de Cidadania LGTB p/atender casos de homofobia\o/: goo.gl/ZWW20Y”.
 
5
In Spanish in the original: “Desde el 1 de agosto, Ópera es APR (Área de Prioridad Residencial): tráfico prioritario para residentes. Registra tu vehículo: bit.ly/1lb2y1Y”.
 
Literature
Balcells, J., Padró-Solanet, A., & Serrano, I. (2013). Twitter en los ayuntamientos catalanes. Una evaluación empírica de usos y percepciones. In. J. I. Criado & F. Rojas Martín (Eds.), Las redes sociales digitales en la gestión y las políticas públicas. Avances y desafíos para un gobierno abierto (pp. 62–81). Barcelona: Escola d’Administració Pública de Catalunya.
Ballester, A. (2013). Análisis de la política de comunicación en Twitter de las Administraciones Públicas en la Comunidad Valenciana. In R. Bañón & R. Tamboleo (Dirs.), Gestión de la Escasez, participación, Territorios y Estado del Bienestar. Experiencias de Democracia y Participación (pp. 209–219). Madrid: GOGEP Complutense.
Bonsón, E., et al. (2012). Local e-government 2.0: Social media and corporate transparency in municipalities. Government Information Quarterly, 29(2), 123–132.CrossRef
Ellison, N., & Hardey, M. (2013). Developing Political Conversations? Social media and English local authorities. Information, Communication & Society, 16(6), 878–898.CrossRef
Herring, S. C. (2010). Web content analysis: Expanding the paradigm. In J. Hunsinger, L. Klastrup, & M. Allen (Eds.), International handbook of internet research (pp. 233–249). Netherlands: Springer.
Pardo Baldeón, R. S. (2014). Análisis sobre el uso de Twitter en las administraciones locales de la provincia de Castellón. Miguel Hernández Communication Journal, 5, 361–379.
Waters, R. D., & Williams, J. M. (2011). Squawking, tweeting, cooing, and hooting: analyzing the communication patterns of government agencies on Twitter. Journal of Public Affairs, 11(1), 353–363.
Metadata
Title
Twitter as a Communication Tool for Local Administrations: The Cases of São Paulo and Madrid Municipalities
Author
Flávia Gomes-Franco e Silva
Copyright Year
2017
Book
Media and Metamedia Management

Print ISBN: 978-3-319-46066-6

Electronic ISBN: 978-3-319-46068-0

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-46068-0_58

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