Still a monologue? A mixed-methods study of dialogic communication on government social media in crisis
Ferré Pavia, Carme (Universitat Autònoma de Barcelona)
Bajouk, Hussein

Date:	2025
Abstract:	Drawing on the dialogic communication framework, this mixed-method study examines the Lebanese government's dialogic communication efforts on social media during COVID-19. Data were collected through a content analysis of all COVID-19-related Instagram posts published by the Ministry of Public Health (MoPH) between 2020 and 2023. In addition, interviews were conducted with key representatives from MoPH and social media users who follow MoPH. Findings indicate limited use of dialogic communication by the MoPH, which prioritized information over interaction. The principle of usefulness of information generated fewer likes, while positive appeals and online mobilization garnered more comments. Interviews confirmed minimal dialogic interaction. While the Ministry expressed willingness to foster dialogue, structural and crisis-related barriers hindered implementation. On the public's side, interest in deeper interaction was constrained by distrust in responsiveness and lack of replies. Interview insights point to the need to integrate dialogic communication as a system-wide practice in the public sector. The study findings may be particularly relevant to low-trust, developing countries prone to instability and crises, presenting dialogic communication as an untapped opportunity to build trust and advance the common good. The study further contributes to dialogic communication theory by proposing an Instagram-specific, multi-level framework for future research and practice.
Rights:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original.
Language:	Anglès
Document:	Article ; recerca ; Versió acceptada per publicar
Published in:	Atlantic Journal of Communication, 2025 , ISSN 1545-6889

DOI: 10.1080/15456870.2025.2548519

Available from: 2027-02-20

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