The usage of social networks for citizen engagement at the local self-government level: the link between municipal councillors and citizens

Abstract

Social networks perform a highly important role in public governance, especially in its communication processes, since they are an alternative to usual methods of communication and the dissemination of information, and it is becoming easier and quicker to publicise the political content, to receive feedback, and to form one’s opinion. Citizens can express their viewpoints on issues which are relevant to selfgovernment, whereas representatives of the municipality can inform citizens about activities and ongoing changes, seek the support of citizens, and pursue their political career goals. The purpose of this research is to reveal how social networks can be employed for citizen engagement at the local self-government level, by identifying the characteristics of the link between municipal councillors and citizens. The research employed both quantitative and qualitative research approaches, using methods such as the content analysis of 335 account entries (posts) on the social network Facebook by four municipal councillors and semi-structured interviews with said councillors. The empirical research demonstrates that municipal councillors use their Facebook accounts to disseminate information on important matters of local self-government, raising questions which are relevant to society, and receiving feedback from citizens (assessment of problems, suggested solutions); however, there is a lack of other kinds of engagement of citizens, i.e. institutional (applied by a municipality), via Facebook, even though there are possibilities available for not only the dissemination of information but also for discussions and the submission of suggestions via social networks.