Facebook as a local and community digital media? Experiences impacting on the unemployed audiences of the project “REviver na Rede”

Abstract

In the context of globalization, the Project “REviver na Rede” emerged as a response to a specific problem (unemployment) felt within a regional community (audience). Our threefold theoretical framework covers the perspectives drawn from a literature review on: networked society; social networks; unemployment and sociability. These theories sustain the practices put forward, taking advantage of the digital tools and features provided by Facebook. The impact of involving local audiences helped us achieve a valuable engagement, for instance through a prompt and assertive interaction, or a pedagogical moderation. Content curation and motivational communication also proved to be successful strategies to meet those aims. In short, the implementation of the project highlighted the fact that Facebook can contribute to manage employability factors, like the isolation and social exclusion in unemployment. We conclude, therefore, that this digital online social network is a valid tool for the integration, socialization and active job search, helping to improve employability. Ultimately, Facebook can act as a local and community digital media, facilitating experiences impacting on its audiences, among which the unemployed members of the online “REviver na Rede” page and group.