Suchergebnisse

In the broader scenario of social communication, the volume deals with the issue of the communication of social responsibilities: a field which, in recent years, has been offering interesting examples of how it is possible to reconcile corporate values and goals with ethical purposes and values in Italy. Starting from the analysis of some projects carried out by companies and associations in the Italian context, the authors analyse the ways in which people build, manage and renew a relationship between apparently distant and yet close subjects.

La contribución tiene como objetivo investigar el papel de las redes sociales en los gobiernos locales italianos en el escenario de «modelos de madurez», entre el uso informativo e interactivo de los medios digitales. En particular, el documento presenta los resultados de un estudio piloto en una pequeña muestra de municipios italianos que generalmente adoptan sus perfiles de Facebook para comunicarse con los ciudadanos. Incluso si se dedican muchos trabajos empíricos a este tema, se presta menos atención a las necesidades y expectativas de los ciudadanos en la literatura. El artículo tiene el propósito de proporcionar una mejor comprensión de los comportamientos de los ciudadanos en las páginas institucionales de Fb con el propósito más amplio de explorar qué significa «información» e «interacción» en la relación específica ciudadano-municipal en un entorno digital.Como sugieren los resultados, el uso de las redes sociales basado en la información es necesario para mejorar la calidad de vida de los ciudadanos y su uso efectivo de los servicios públicos. Los municipios, que explotan su «proximidad», tienen un papel fundamental como «centro de información», a través de la integración y reconexión de los contenidos de información, ya sean de producción propia o producidos por otras partes interesadas. ; The contribution aims at investigating the role of social media in the Italian local governments in the «maturity models» scenario, between informative and interac-tive use of digital media. In particular, the paper presents the results of a pilot study on a little sample of Italian municipalities who usually adopt their Facebook profiles to communicate with citizens. Even if many empirical works are devoted to this issue, less attention is paid at the citizens' needs and expectations in lite-rature. The article has the purpose to provide a better understanding of citizens' behaviors on institutional Fb's pages with the wider purpose to explore what «in-formation» and «interaction» mean in the specific relationship citizen- municipal in a digital environment. As findings suggest, the information-based use of social media is necessary to improve citizens' quality of life and their effective use of public services. Munici-palities, exploiting their «proximity», have a pivotal role as «hub of information», through the integration and reconnection of information contents whether self-produced or produced by other stakeholders.

The contribution aims at investigating the role of social media in the Italian local governments in the «maturity models» scenario, between informative and interactive use of digital media. In particular, the paper presents the results of a pilot study on a little sample of Italian municipalities who usually adopt their Facebook profiles to communicate with citizens. Even if many empirical works are devoted to this issue, less attention is paid at the citizens' needs and expectations in literature. The article has the purpose to provide a better understanding of citizens' behaviors on institutional Fb's pages with the wider purpose to explore what «information» and «interaction» mean in the specific relationship citizen- municipal in a digital environment. As findings suggest, the information-based use of social media is necessary to improve citizens' quality of life and their effective use of public services. Municipalities, exploiting their «proximity», have a pivotal role as «hub of information», through the integration and reconnection of information contents whether self-produced or produced by other stakeholders. ; La contribución tiene como objetivo investigar el papel de las redes sociales en los gobiernos locales italianos en el escenario de «modelos de madurez», entre el uso informativo e interactivo de los medios digitales. En particular, el documento presenta los resultados de un estudio piloto en una pequeña muestra de municipios italianos que generalmente adoptan sus perfiles de Facebook para comunicarse con los ciudadanos. Incluso si se dedican muchos trabajos empíricos a este tema, se presta menos atención a las necesidades y expectativas de los ciudadanos en la literatura. El artículo tiene el propósito de proporcionar una mejor comprensión de los comportamientos de los ciudadanos en las páginas institucionales de Fb con el propósito más amplio de explorar qué significa «información» e «interacción» en la relación específica ciudadano-municipal en un entorno digital.Como sugieren los resultados, ...

The relationship between political institutions and citizens has been redefined in the digital environment. The aim of this paper is to identify the main circumstances of this transformation. In this regard, individualization has been a key factor. So far, this relationship had been based on collective commitment and a global vision of society. Instead, it now depends on personal commitment and interest in individual issues. The voting process, traditionally based on affiliation, is now conditioned by voters' opinions. Public opinion can no longer be taken for granted. In addition, persuasion as the only strategy to connect with the electorate is insufficient. Therefore, professionals of political communication have been forced to use the logic of marketing and to explore the potential of digital media, to obtain more consensus and visibility in an increasingly competitive context of communication. ; La relación entre las instituciones políticas y la ciudadanía se ha redefinido en el entorno digital. El objetivo de este artículo es identificar los principales factores que enmarcan esta transformación. La individualización ha sido un factor clave en este sentido. Hasta ahora, los vínculos entre los ciudadanos se sustentaban en el compromiso colectivo y una visión global de la sociedad. En cambio, actualmente se basan en el compromiso personal y el interés por los asuntos individuales. El proceso de votación, tradicionalmente basado en la afiliación, depende ahora de las opiniones de los votantes. La opinión pública ya no puede darse por sentada. Además, la persuasión como única estrategia para conectar con el electorado resulta insuficiente. Por eso, los profesionales de la comunicación política se han visto forzados a emplear la lógica del marketing y a explorar el potencial de los medios digitales, para obtener mayor consenso y visibilidad en un contexto comunicativo cada vez más competitivo.

In an international theoretical framework relating to the challenges of digitalization on public sector communication, the article focuses on the open government process to present a historical review of the public sector communication as it has developed in Italy in the past thirty years. Definitions, reforms and the regulatory framework, structures and competences, different communication approaches and goals are collected here thanks to those "scholars' voices" which have fuelled the scientific debate on communication in public administrations since the 1990s. A diachronic approach is necessary in order to investigate the dynamic nature of the relationship between citizens and public sector organizations in a wider changing context and to further grasp the influence of digital technologies, with their impact on communication strategies and paradigms. The focus of the contribution is on the challenges that communication is facing in the new digital environment and in the contemporary scenario of open government. As the authors underline, the use of digital media is often seen as functional both to promoting a culture of transparency, openness and accessibility and to overcoming the traditional limits of the bureaucratic organizations, but there are some opportunities and risks to consider. So, the final part of the article offers a reflection on the consequences of digitalization. It introduces some key aspects of the contemporary debate on public sector communication in general and specifically in Italy, offering a critical discussion on those topics – new skills and professional profiles, training programmes, internal management, multichannel strategies, etc. - that are revealing their complexity in the new relational and organizational context.

The COVID-19 pandemic has monopolized communication and media information for months, becoming the first global social fact in the digital age.
In a new and redefined communicative space, characterized by the pervasive presence of digital media, each information source needs to establish a specific positioning strategy in the crowded communication field. The article aims at investigating the impact of those processes on the production, spread and use of institutional information. It focuses the attention on the "communicative behaviors" of 12 Italian institutional, political and media players, analyzing their contents' production, the intensity and characteristics of this production and the communicative resources they used in managing their Facebook pages/profiles. In order to outline the players' digital strategies and to frame their positioning in the public sphere, different metrics were analyzed and the possible and meaningful connections among the different players and strategies were considered. From this study, a dense interweaving of voices seems to emerge, attesting the complexity of the communicative space, but also the "functionality" of each voice in a sort of inter-relational attitude.