Using qualitative content analysis, this research study explored the Gauteng Provincial Government (GPG) social media use, with specific reference to Facebook, as a communication tool to engage with stakeholders. The study looked at how Facebook is used to promote two-way communication between the government and citizens, based on the principles of the Excellence Theory, which advocates for communication models developed by Grunt and Hunt (1984). The diagonal principles by Kent and Taylor (1998) used as a strategic framework to facilitate relationship building with the public and the organisations, were also explored. The results indicated that the majority of the departments are active on Facebook, however not at a satisfactory level. The majority of the departments failed to use all the six dialogic principles to leverage two-way communication, in particular creation of the dialogue loop which facilitates the building of ongoing relationships and feedback. Some of the departments have not fully taken the opportunity to increase the engagement and dialogue through posting photos on Facebook walls. The numbers of videos posted were extremely low. The majority of the departments utilised the social media platform, Facebook, as a one-way communication, such as publishing of media statements, announcements, media conferences and interviews among others. Most of the departments use Facebook for information dissemination especially on events and campaigns. The poor use of Facebook can be attributed to the challenges such as a lack of resources, especially a budget, lack of skills on effective use of social media, the continuous use of one-way communication by the government and a lack of budget among others. The findings correlate to the previous studies that found a lack of proper engagement, dialogue and interactivity on government’s Facebook pages.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:27034 |
| Date | January 2017 |
| Creators | Sibuyi, Tendani Dolly |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Arts |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MA |
| Format | ix, 90 leaves : illustrations, pdf |
| Rights | Nelson Mandela Metropolitan University |
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