Abstract
The topic of the paper is “Analysis of Communication of Latgale's Largest Municipalities on the Instagram Network – a Comparison of Daugavpils City and Rezekne Municipality”. The paper researches the communication of the largest city and municipality of Latgale region - Daugavpils and Rezekne - on the Instagram network in the period from registration.The aim of the paper is to find out how and for what purposes the municipalities of Daugavpils city and Rezekne use the social medium “Instagram” and what results the communication via this channel have been achieved.The paper consists of two parts - theoretical and empirical. The theoretical part summarizes and analyses theory on the history and development of the social network Instagram, as well as its impact on corporate communication of companies and institutions.The empirical part contains a comparative analysis of communication of Daugavpils city and Rezekne municipality on the Instagram network, analysing the posted information and feedback from network users. Content analysis is used as a research method to achieve the aim.
Highlights
The rapid development of technology has affected our lifestyle and changed the way organizations develop their communication
The aim of the paper is to find out how and for what purposes municipalities of Daugavpils city and Rezekne municipality use the social medium “Instagram” and what results the communication via this channel have been achieved
The profile of Daugavpils city was registered on October 11, 2015, and 796 photos have been published in almost 3 years, it can be concluded that the content is being updated regularly, while Rezekne municipality registered on Instagram on October 2, 2018, and 109 photographs have been posted without systematic regularity
Summary
The rapid development of technology has affected our lifestyle and changed the way organizations develop their communication. In 2020, the number of social network users in the world exceeded 3.6 billion (statista.com) and they have become one of the most important communication tools for organizations, so institutions must follow the information gathering habits of citizens and adapt by creating profiles on social networks. Municipalities of Latgale region are no exception, which create profiles on the Instagram network in order to address local residents and compete with other municipalities for attracting tourists and investors, as well as to improve the public image. There is the largest city of Latgale, Daugavpils, and the largest municipality - Rezekne municipality
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