Appropriation of the social network X in the communication between the prosumer citizens and local government

Abstract

This work is part of a broader research on the communication of the prosumer citizen with local governments through hypermediation in X (formerly Twitter). In this sense, the research focuses on studying the appropriation of social network X from the processes of consumption, production and exchange that are generated in the communication of the prosumer citizen with local governments in said social network. In order to understand how these processes occur in reality and how the citizen prosumer participates, qualitative-quantitative research was carried out, based mainly on the operationalization of the methodology proposed by Scolari (2019) to analyze an interface. The results indicate that the communication of the mayor’s offices seems to be essentially directed towards leaders and followers who identify with the local government party. Likewise, the issues that are discussed are very much marked by the political agenda. Also, there is a disparity between the topics of conversation between the mayors' offices and the citizens. And even though the potential of the accounts studied for digital conversation is evident, the research suggests the need to deepen a more participatory culture to consolidate the appropriation of the communicative territory.