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Twitter as a Communication Tool for Local Administrations: The Cases of São Paulo and Madrid Municipalities

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Media and Metamedia Management

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 503))

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Abstract

The development of interactive digital tools has prompted a raft of changes in the traditional model of communication, replacing vertical and unidirectional discourse for a shared content construction on the Internet. Nowadays, networks and social media related to the web 2.0 promote closeness between all parties involved in the communication process. Local administrations are also affected by the new interactive channels, having to adapt themselves to the demands of citizen-users. The present research mainly aims to compare, using an approximate analysis, the use of Twitter by the City Halls of two emblematic cities: São Paulo (Brazil) and Madrid (Spain). A web content analysis on a sample of tweets posted on the official Twitter account of the two City Halls has been conducted. The study reveals an under-use of communication and interactive resources at this microblogging platform, with accounts transformed in mere shop windows especially destined to generate traffic to the websites in each municipality.

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Notes

  1. 1.

    In Spanish in the original: “se convierte en un canal claro de interacción cuando responde a consultas ciudadanas que se le dirigen directamente”.

  2. 2.

    In Portuguese in the original: “Twitter oficial da Prefeitura de São Paulo. Aqui você encontra notícias e informações sobre a cidade que a gente ama”.

  3. 3.

    In Spanish in the original: “Perfil oficial del Ayuntamiento de Madrid”.

  4. 4.

    In Portuguese in the original: “Prefeitura lança primeira Unidade Móvel de Cidadania LGTB p/atender casos de homofobia\o/: goo.gl/ZWW20Y”.

  5. 5.

    In Spanish in the original: “Desde el 1 de agosto, Ópera es APR (Área de Prioridad Residencial): tráfico prioritario para residentes. Registra tu vehículo: bit.ly/1lb2y1Y”.

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Author information

Authors and Affiliations

  1. Rey Juan Carlos University (URJC), Móstoles, Spain

    Flávia Gomes-Franco e Silva

Authors
  1. Flávia Gomes-Franco e Silva
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Correspondence to Flávia Gomes-Franco e Silva .

Editor information

Editors and Affiliations

  1. Faculty of Communication Sciences, University of Santiago de Compostela, Santiago de Compostela, Spain

    Francisco Campos Freire

  2. Faculty of Social and Communication Sci., Universidad de Vigo Faculty of Social and Communication Sci., Pontevedra, Spain

    Xosé Rúas Araújo

  3. Faculty of Science Communication, University of A Coruña Faculty of Science Communication, A Coruña, Spain

    Valentín Alejandro Martínez Fernández

  4. Faculty of Communication Sciences, University of Santiago de Compostela, Santiago de Compostela, Spain

    Xosé López García

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Gomes-Franco e Silva, F. (2017). Twitter as a Communication Tool for Local Administrations: The Cases of São Paulo and Madrid Municipalities. In: Freire, F., Rúas Araújo, X., Martínez Fernández, V., García, X. (eds) Media and Metamedia Management. Advances in Intelligent Systems and Computing, vol 503. Springer, Cham. https://doi.org/10.1007/978-3-319-46068-0_58

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  • DOI: https://doi.org/10.1007/978-3-319-46068-0_58

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-46066-6

  • Online ISBN: 978-3-319-46068-0

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