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Title: La comunicació pública a través d'Instagram, l'Ajuntament de Sabadell com a cas d'estudi
Author: Linares Pérez, Cristina
Tutor: Rizo García, Marta
Keywords: political and institutional communication
community manager
public administration
digital communication
social networks
Issue Date: Jan-2022
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Instagram has become a very powerful tool to get closer to the public and create a community. What relevance can this social network have as a new communicative opportunity for the public administration? Is a "real" interaction with citizens intended? What perception do your followers have? How is this communication managed? This work aims to answer these questions based on the analysis of the Sabadell City Council publications on its Instagram profile during the months of September and October 2021. The work is divided into two large blocks: Theoretical framework, framed in the field of political and institutional communication, as well as in digital communication, which aims to put this new communicative opportunity offered by social networks into context. Methodological framework, which includes a two-month follow-up (September and October 2021) of Instagram posts by the Sabadell City Council and also interviews with a social media expert (specifically from Instagram) and the Community Manager. of the Sabadell City Council. With these investigations, we seek to make a compilation of the benefits that the presence of Instagram can bring to a city council or institution and specifically to identify the reasons that the Sabadell city council has for being present, what tools it uses, the image it seeks to transmit and the reception that exists on the part of citizens, as well as carry out an analysis of the publications made in their profile.
Language: Catalan
Appears in Collections:Treballs finals de carrera, treballs de recerca, etc.

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