The Culture of Communication in the Public Sector Facing the Challenge of Digital Media: An Explorative Research in Italy and France - Gea Ducci, Alessandro Lovari, Francesca Rizzuto - Vita e Pensiero - Articolo Comunicazioni Sociali Vita e Pensiero

The Culture of Communication in the Public Sector Facing the Challenge of Digital Media: An Explorative Research in Italy and France

newdigital The Culture of Communication in the Public Sector Facing
the Challenge of Digital Media: An Explorative Research in Italy
and France
Article
journal COMUNICAZIONI SOCIALI
issue COMUNICAZIONI SOCIALI - 2021 - 2
title The Culture of Communication in the Public Sector Facing the Challenge of Digital Media: An Explorative Research in Italy and France
authors

publisher Vita e Pensiero
format Article | Pdf
online since 07-2021
doi 10.26350/001200_000130
issn 0392-8667 (print) | 1827-7969 (digital)
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The article focuses on the culture of communication in the public sector, aiming to understand its features and transformations facing the challenge of digital media. In the first part, a view of the international literature on communication in the public sector is presented. The strategic role played by communication in the public organizations is underlined as well as the institutionalization of social  media in the management of communication with citizens and media. In the second part, a qualitative explorative research is illustrated. The study was conducted in Italy and France and consisted of 10  in-depth interviews with key figures in public sector communication: academics and professionals of national associations. The study aimed to present the main similarities and differences between the  two countries about three thematic macro-areas: the state of the art of conceptualization of public sector communication highlighting the tension between apolitical and political dimensions; the role of  communication professionals in public organizations; the impact of social media on the communication activities. The results demonstrate that in contemporary media ecosystem public sector organizations need to continue the process of innovation of their bureaucratic apparatus, to acquire new skills in a multi-channel perspective and to encourage a less asymmetrical relationship with  citizens.

keywords

Public sector communication; hybridity; apolitical communication; social media; culture of communication.

Authors biography

Università di Urbino Carlo Bo ‒ gea.ducci@uniurb.it.
Università di Cagliari ‒ alessandro.lovari@unica.it.
Università di Palermo – francesca.rizzuto@unipa.it.

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Anno: 2021 - n. 2

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