The concept of social media is top of mind for Canadians today. Decision makers, such as the Canadian government, try to identify ways in which they can benefit from tools such as Twitter. This thesis is an investigative analysis that studies how the Canadian government currently uses social media networks. Based on the conceptual framework of Rogers’ diffusion of innovations (2003) and Qualman’s socialnomics theory (2013), the study aims to define how members of the Parliamentary Press Gallery use the Government of Canada tweets. Through a series of interviews with members of the press and government communications executives, a themed analysis was conducted to demonstrate how Twitter is being used and if a dialogue exists between federal institutions and reporters. The research unveiled that the Government of Canada uses social media as a one-to-many broadcasting channel, not actively engaging in online dialogue with members of the press. Conversely, journalists use Twitter as a wire service to obtain instant information, and to gain insight from the consumers. However, they are not interested in conversing with the public service on social media as they want to protect the exclusivity of their story, and they criticize the anonymity of the government corporate accounts as having an impact on its credibility.

The concept of social media is top of mind for Canadians today. Decision makers, such as the Canadian government, try to identify ways in which they can benefit from tools such as Twitter. This thesis is an investigative analysis that studies how the Canadian government currently uses social media networks. Based on the conceptual framework of Rogers’ diffusion of innovations (2003) and Qualman’s socialnomics theory (2013), the study aims to define how members of the Parliamentary Press Gallery use the Government of Canada tweets. Through a series of interviews with members of the press and government communications executives, a themed analysis was conducted to demonstrate how Twitter is being used and if a dialogue exists between federal institutions and reporters. The research unveiled that the Government of Canada uses social media as a one-to-many broadcasting channel, not actively engaging in online dialogue with members of the press. Conversely, journalists use Twitter as a wire service to obtain instant information, and to gain insight from the consumers. However, they are not interested in conversing with the public service on social media as they want to protect the exclusivity of their story, and they criticize the anonymity of the government corporate accounts as having an impact on its credibility.

Government of Canada communications professionals work in an increasingly challenging environment, characterized by an intrusive 24/7 media cycle, a frenetic pace of evolving communication technologies, layered accountability requirements, political tension, and waning public trust. Scholars call on professional communicators to help rebuild public trust, which is intrinsic to a healthy democratic government. The Three-dimensional Model for Transparency in Government Communication developed by Fairbanks, Plowman and Rawlins (2007) serves as the theoretical framework for investigating the Government of Canada’s approach to transparent citizen-focused communications from the perspective of communications professionals. The model’s adaptability to the Government of Canada context is tested through 23 qualitative semi-structured interviews with Government of Canada senior communications advisors, managers and executives. The data is analysed using constant comparative thematic analysis. The findings demonstrate that Government of Canada communicators strongly value transparency. Furthermore, the key components of the transparency model – communications practices, organizational support and provision of resources – encapsulate the factors that influence the practice of transparent citizen-focused communications by the Government of Canada. The study concludes by offering recommendations for future research and practical applications.

Government of Canada communications professionals work in an increasingly challenging environment, characterized by an intrusive 24/7 media cycle, a frenetic pace of evolving communication technologies, layered accountability requirements, political tension, and waning public trust. Scholars call on professional communicators to help rebuild public trust, which is intrinsic to a healthy democratic government. The Three-dimensional Model for Transparency in Government Communication developed by Fairbanks, Plowman and Rawlins (2007) serves as the theoretical framework for investigating the Government of Canada’s approach to transparent citizen-focused communications from the perspective of communications professionals. The model’s adaptability to the Government of Canada context is tested through 23 qualitative semi-structured interviews with Government of Canada senior communications advisors, managers and executives. The data is analysed using constant comparative thematic analysis. The findings demonstrate that Government of Canada communicators strongly value transparency. Furthermore, the key components of the transparency model – communications practices, organizational support and provision of resources – encapsulate the factors that influence the practice of transparent citizen-focused communications by the Government of Canada. The study concludes by offering recommendations for future research and practical applications.

Government of Canada communications professionals work in an increasingly challenging environment, characterized by an intrusive 24/7 media cycle, a frenetic pace of evolving communication technologies, layered accountability requirements, political tension, and waning public trust. Scholars call on professional communicators to help rebuild public trust, which is intrinsic to a healthy democratic government. The Three-dimensional Model for Transparency in Government Communication developed by Fairbanks, Plowman and Rawlins (2007) serves as the theoretical framework for investigating the Government of Canada’s approach to transparent citizen-focused communications from the perspective of communications professionals. The model’s adaptability to the Government of Canada context is tested through 23 qualitative semi-structured interviews with Government of Canada senior communications advisors, managers and executives. The data is analysed using constant comparative thematic analysis. The findings demonstrate that Government of Canada communicators strongly value transparency. Furthermore, the key components of the transparency model – communications practices, organizational support and provision of resources – encapsulate the factors that influence the practice of transparent citizen-focused communications by the Government of Canada. The study concludes by offering recommendations for future research and practical applications.

Government of Canada communications professionals work in an increasingly challenging environment, characterized by an intrusive 24/7 media cycle, a frenetic pace of evolving communication technologies, layered accountability requirements, political tension, and waning public trust. Scholars call on professional communicators to help rebuild public trust, which is intrinsic to a healthy democratic government. The Three-dimensional Model for Transparency in Government Communication developed by Fairbanks, Plowman and Rawlins (2007) serves as the theoretical framework for investigating the Government of Canada’s approach to transparent citizen-focused communications from the perspective of communications professionals. The model’s adaptability to the Government of Canada context is tested through 23 qualitative semi-structured interviews with Government of Canada senior communications advisors, managers and executives. The data is analysed using constant comparative thematic analysis. The findings demonstrate that Government of Canada communicators strongly value transparency. Furthermore, the key components of the transparency model – communications practices, organizational support and provision of resources – encapsulate the factors that influence the practice of transparent citizen-focused communications by the Government of Canada. The study concludes by offering recommendations for future research and practical applications.