Tax-funded digital government communication in Austria: Members of the government on Facebook

Abstract

For a few years now, members of the government in Austria have been using Facebook to reach out to the public as well as to the mass media. Following normative guidelines and regulations, tax-funded government communication should be neutral, informative and autonomous of party politics. Using a multi-method approach, combining a structural analysis of formal criteria of Facebook accounts and an automated quantitative content analysis of Facebook postings, we investigated to what extent the official Facebook accounts of members of the last two Austrian governments were an exclusive tool for digital government communication. We found that not all representatives made use of Facebook. Moreover, tax-funded digital government communication on Facebook was not all neutral and autonomous of party politics. Based on our findings, we conclude that there is a lack of regulatory framework in Austria to govern tax-funded use of social media.