A content analysis of Metropolitan Manila Development Authority's (MMDA): Tweets
Date of Publication
2016
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Arts Major in Organizational Communication
Subject Categories
Communication
College
College of Liberal Arts
Department/Unit
Communication
Defense Panel Member
Jan Michael Alexandre Bernadas,
Maria Angeli Diaz
Omar Dumdum
Miguel Rapatan
Abstract/Summary
Metropolitan Manila Development Authority (MMDA) is a Philippine government agency that offers metro-wide services in response to the need of the citizens and assists the Local Government Units in implementing a development plan that focuses on transport decongestion, climate change, waste management, and disaster prevention (The MMDA's Vision, 2016). It is identified as one of the most active and most followed account among the list of agencies with verified Twitter accounts. Guided by Lovejoy and Saxton's (2012) Information, Community, and Action framework, this study aims to determine how MMDA uses the organizational microblogging functions, Information, Community, and Action, in Twitter and whether extra organizational factors, particularly an event, affect the use of Information, Community, and Action. A quantitative content analysis of 1050 tweets showed that the Community function was prevalent in MMDA's tweets as compared to Information and Action function. Furthermore, it revealed that the event identified, which is the 2016 Philippine General Elections, influences the use of MMDA of Information, Community, and Action in Twitter. The findings of this study provide a picture of the current state of public relations use of Twitter by a government organization and offers an extension of the ICA framework as it is applied to a government organization.
Abstract Format
html
Language
English
Format
Accession Number
TU17699
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
69 leaves ; illustrations (some color) ; 29 cm.
Keywords
Traffic congestion--Philippines; Online social networks--Philippines; Blogs--Philippines; Microblogs--Philippines; Social media-- Philippines; Social networks--Philippines; Twitter; Metropolitan Manila Development Authority (MMDA)
Recommended Citation
Barnuevo, S., Gonzaga, J. C., & Ty, C. U. (2016). A content analysis of Metropolitan Manila Development Authority's (MMDA): Tweets. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/9337