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The Civic Organization and the Digital CitizenCommunicating Engagement in a Networked Age$
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Chris Wells

Print publication date: 2015

Print ISBN-13: 9780190203610

Published to Oxford Scholarship Online: August 2015

DOI: 10.1093/acprof:oso/9780190203610.001.0001

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Civic Organizations’ Communications Through Facebook

Civic Organizations’ Communications Through Facebook

(p.125) 5 Civic Organizations’ Communications Through Facebook
The Civic Organization and the Digital Citizen

Chris Wells

Oxford University Press

Recognizing that websites are not the only online contexts in which young citizens are likely to encounter civic organizations, this chapter turns its attention to organizations’ communications in the world’s most popular social networking site: Facebook. Its analysis parallels that of Chapter 4: it considers the interactive qualities of organizations’ status updates, how organizations curate streams of content for users through the use of hyperlinks in status updates, and the specific civic actions promoted by organizations. As the previous chapter, it also finds low overall levels of truly interactive invitations from organizations. But unlike that chapter, this one describes evidence for the emergence of a possibly new form of organization–citizen relationship: one in which organizations recognize their supporters as active and autonomous information curators with the capacity to be engaged in spreading important messages to far-flung networks.

Keywords:   Facebook, social media, content analysis, dutiful, actualizing, link analysis

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