Date of Publication
5-10-2020
Document Type
Master's Thesis
Degree Name
Master of Arts in Political Science
Subject Categories
Social Media
College
College of Liberal Arts
Department/Unit
Political Science
Thesis Adviser
Francisco A. Magno
Defense Panel Chair
Cleo Anne A. Calimbahin
Defense Panel Member
Eric Vincent C. Batalla
Ador R. Torneo
Abstract/Summary
This study describes how the 17 local government units of Metro Manila use Facebook for public engagement. Government social media use was analyzed by summarizing the usage metrics of activity and interactivity on the Facebook pages and classifying the themes and direction of government posts through content analysis. Engagement metrics, the number of reactions, comments and shares, were the basis of three measures of public engagement. Insights on how organizational and institutional factors influence social media use were gathered through survey questionnaires and interviews. Results showed that the local governments of Metro Manila use social media for the unidirectional dissemination of information, which is in line with the local government’s primary goal of using the platform for public outreach. Most content featured information on public services and promoted activities attended by local officials, particularly the mayor. All pages, whether institutional or mayor pages, post a variety of content that supports informational, persuasive and other goals. The content of the posts rather than activity and interactivity is related to engagement. While Facebook pages bring the government closer to the public, achieving the full potential of the platform to enable deliberative engagement towards empowered participatory governance may require more resources and targeted strategies.
Abstract Format
html
Language
English
Format
Electronic
Physical Description
vi, 118 leaves
Keywords
Social media; Local government--Philippines--Metro Manila
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Recommended Citation
Afable, N. D. (2020). Using facebook for public engagement: An analysis of the public facebook pages of the local government units in Metro Manila. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/5935
Embargo Period
4-17-2022
