Institutional crisis communication and social networks in the Covid-19: the cases of Yunquera and Gaucín

Ámbitos. Revista Internacional de Comunicación

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Title Institutional crisis communication and social networks in the Covid-19: the cases of Yunquera and Gaucín
Comunicación institucional de crisis y redes sociales en la Covid-19: los casos de Yunquera y Gaucín
 
Creator Castro-Martínez, Andrea
Morán-Urdiales, Ignacio
Díaz-Morilla, Pablo
 
Subject institutional communication
crisis communication
social networks
Covid-19
town hall
comunicación institucional
comunicación de crisis
redes sociales
Covid-19
ayuntamientos
 
Description Digital channels and social networks are tools at the service of institutional communication both to establish relations with the public and to inform and legitimise the policies implemented. Their use has spread to the local sphere and it is common for even small municipalities to have social profiles, which have been a key tool during the Covid-19 crisis to convey messages to the population.
This research consists of a case study focusing on the institutional use of Facebook in the Malaga municipalities of Yunquera and Gaucín, both of which have fewer than 3,000 inhabitants, and where this social network has stood out for its effectiveness. Using a mixed methodology, it combines in-depth interviews with councillors, content analysis of social profiles and monitoring of publications during the pandemic. Facebook has greatly facilitated the dissemination of relevant information for the residents and has become the priority digital channel for both councils. New content has also been incorporated, such as the municipal sides. The transfer of these municipalities’ own communications to social networks and their combined use with the personal profiles of mayors, which have been predominant, has been fundamental in the success of their digital communications during the pandemic. Recommendations are included for the management of digital communication during the new normality in town halls.
This research consists of a case study focusing on the institutional use of Facebook in the Malaga municipalities of Yunquera and Gaucín, both of which have fewer than 3,000 inhabitants, and where it has proved highly effective. Using a mixed methodology, it combines in-depth interviews with councillors, content analysis of social profiles and monitoring of publications during the pandemic. Facebook has greatly facilitated the dissemination of relevant information for the residents and has become the priority digital channel for both councils. New content has also been incorporated, such as the municipal sides. The transfer of these municipalities' own communications to social networks and their combined use with the personal profiles of mayors, which have been predominant, has been fundamental in the success of their digital communications during the pandemic. Recommendations are included for the management of digital communication during the new normality in town halls
Los canales digitales y redes sociales constituyen herramientas al servicio de la comunicación institucional tanto para establecer relaciones con los públicos como para informar y legitimar las políticas implementadas. Su uso se ha extendido al ámbito local y es habitual que incluso los municipios pequeños dispongan de perfiles sociales, que han sido una herramienta clave durante la crisis de la Covid-19 para trasladar mensajes a la población.
Esta investigación consiste en un caso de estudio centrado en el uso institucional de Facebook en los municipios malagueños de Yunquera y Gaucín, ambos con menos de 3000 habitantes, y donde esta red ha destacado por su eficacia. Mediante una metodología mixta se combinan entrevistas en profundidad a los regidores, análisis de contenido de los perfiles sociales y monitorización de las publicaciones durante la pandemia. Facebook ha facilitado enormemente la difusión de información relevante para los vecinos y se ha convertido en el canal digital prioritario para ambos consistorios. También se han incorporado nuevos contenidos como los bandos municipales. La traslación de la comunicación de proximidad propia de estos municipios a las redes sociales y el uso combinado con los perfiles personales de los alcaldes, que han sido preponderantes, ha resultado fundamental en el éxito de sus comunicaciones digitales durante la pandemia. Se incluyen recomendaciones para la gestión de la comunicación digital durante la nueva normalidad en ayuntamientos.
 
Publisher Editorial Universidad de Sevilla (España)
 
Date 2021-04-15
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://revistascientificas.us.es/index.php/Ambitos/article/view/14943
10.12795/Ambitos.2021.i52.07
 
Source Ámbitos. Revista Internacional de Comunicación; No. 52 (2021): Spring Edition; 102-123
Ámbitos. Revista Internacional de Comunicación; Núm. 52 (2021): Edición Primavera; 102-123
1988-5733
1139-1979
10.12795/10.12795/Ambitos.2021.i52
 
Language spa
 
Relation https://revistascientificas.us.es/index.php/Ambitos/article/view/14943/13805
 
Rights Derechos de autor 2021 Ámbitos. Revista Internacional de Comunicación
 

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