La comunicación de la administración pública en las redes sociales: los casos de las ciudades de Buenos Aires y Bolonia

Abstract

The article delves into management models, communicative proposal and the strategies of the government to engage with citizens on social networks, more than half a decade of incorporating the resources of Web 2.0 in the official communication from the governmental institutions, through the case study two local urban authorities were compared, Bue- nos Aires (Argentina) and Bologna (Italy). From a perspective focused on opposing paradigms “conversational-unidirectional” and “open-closed”, the research includes the publication criteria used by the responsible official accounts of each of the cities, as well as grammar of the messages and sub- jects and themes that connect them. In turn, it analyzes the contents of the publications of the institutional accounts of both cities on Twitter, Face- book and YouTube for a period of six weeks between the months of Octo- ber and December 2014, elaborated and classified in categories in order to show the recognition level and empowerment of users as citizens. The di- versity of communicative proposals observed among the cases studied rai- ses questions about the definition of “good social practices” and a need to delve into the actual margins held by public authorities for the exploitation of the possibilities of interaction that interactive platforms offe.