Abstract
This study investigates how dialogic communication principles are applied in government social media, focusing on the Lebanese Ministry of Public Health’s (MoPH) COVID-19 and vaccination-related messaging from 2020 to 2023. Using a mixed-method design, the study combines content analysis of 455 Instagram posts with interviews conducted with MoPH officials and social media users who follow the Ministry’s account. Findings reveal that dialogic communication was poorly implemented. Posts prioritized information dissemination and user retention, while dialogic loops and online mobilization were limited. Regression analysis shows that posts with dialogic loops and mobilization elements were associated with significantly higher levels of public participation (likes and comments). Interview findings confirmed the limited nature of dialogic communication, identified staffing, financial, and technical challenges, and suggested structural improvements. The study makes several key contributions. Theoretically, it is the first to examine government communication in Lebanon through dialogic lenses, and the first to apply dialogic theory to Instagram using a mixed-method approach. It critiques how dialogic principles have been previously defined and operationalized, offering clearer guidance in response to recent scholarly debates. Most importantly, it introduces a new Instagram-specific dialogic communication model with three levels: profile, post, and real-time. This model serves as a practical toolkit for assessing and enhancing dialogic capacity on visual-first platforms. Practically, the study offers recommendations to strengthen digital communication infrastructure, build in-house capacity, and foster more participatory government–citizen relationships—especially in less democratic contexts such as Lebanon, where public trust is fragile and civic participation remains limited.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Government social media; Dialogic communication; Crisis communication; COVID-19; Lebanon
