Blue communication in regional and local administration:The case of the Andalusian Regional Government and Malaga City Council

Abstract

The concept of Blue Communication arises from the need to categorise a new way of transmitting knowledge and dissemination, hand in hand with the Blue Economy (Pauli, 2010). The objective is to analyse Blue Communication in the Andalusian (Department of Sustainability, Environment and Blue Economy) and local (Department of Sustainability and Environment of Malaga City Council) public administration through their Facebook profiles; in addition to the media coverage of two media (Diario Sur and Ideal de Andalucía) for seven months. A methodology has been designed that integrates a formal-descriptive, thematic and interaction analysis of own and earned media. A positive and informative treatment of the topic is identified, as well as an evaluation of errors.