| dc.description.abstract | The purpose of this study was to investigate the role of social media in transforming government communication. The study was guided by uses and Gratification Theory wpich grounded in the admission that media messages are no longer considered to be directly or holistically received and engrossed by consumers. Instead of focusing on the supremacy of the message being sent, this theory eliminates the idea of the passive, receptive audience and instead empowers receivers of the media to deliberately select which messages they are exposed to. The study was also guided by the Weak Ties Theory by Manuel Castells which can be used to explain how the characteristics of social networks can be valuable for public communication, through the creation of weak ties, the obscurity provided by the Internet, and the egalitarian design of online communication.
Weak ties are useful in availing information and opening up chances at a low cost. The advantage of the internet is that it allows the forging of weak ties with guests, in an egalitarian pattern of interaction where social characteristics are less influential in outlining, or even blocking communication. The sample population was purposively selected and constituted individuals from the Ministry of Information and Communications and users of ministry website. Data collection was done between August 15, 2012 and September 10, 2012. Questionnaires
were used in data collection. The study measured the role of social media in transforming government communication. The findings of this study reveal that information technology has taken communication to another level despite the government lagging behind in its full adoption.
The study further revealed that the government could immediately benefit by having presence on social media (social networking Websites), principally to build or enhance citizens trust towards government by enhancing communication between the government and its citizens. Through social media information can be disseminated on a timely manner hence enabling the people to get first hand information with the click of the button. | en_US |
