| dc.description.abstract | Facebook has until recently been used by private individuals rather than governmental
organizations. Figures from Difi (Agency for Public Management and eGovernment) says that
Facebook has 2,5 millions Norwegian members per 01.2012. This study will explore what are the
factors that come into play, when Porsgrunn municipality adopt Facebook to improve inhabitants'
dialogue, their cooperation and democratic development. Current research shows that the
participation of inhabitants, is very important for the municipality if they want to succeed in their
use of Facebook. Even more importantly is the municipality´s will to listen, participate and
encourage inhabitants to participate in the ongoing Facebook activities. As a result of globalization
and technological innovations, the inhabitants developt an information need, even on digital
communications arenas. This study also sheds light on system theory, which points to the possibility
for the municipality to practicing two-way symmetrical communication, rather than the two-way
asymmetric, by using Facebook.
The result indicates that the use of Facebook is related to a number of social variables, including
age, employment, personals interests and level of education. Generally, the responsibility for the
municipality´s Facebook activities were divided into several departments, with various knowledge
and expertise among the employees. The municipality primarily uses Facebook as an information
channel rather than to promote dialogue. Primarily, Facebook is introduced as a result of a trend.
The surroundings and the inhabitants of municipality seems to lie ahead of the municipality in the
development and integration of digital communication tools, and has developed a need that the
municipality does not seem to satisfy. The municipality is skeptical about the feedback provided on
Facebook, which results in a negative effect on the intended dialogue. This is because the dialogue
is driven by the fact that both parties are acting responsive and cooperative, which the municipality
does not do. More knowledge is needed on the potential value of introducing Facebook to be able to
utilize the potential and further develop services provided through Facebook. The understanding of
the direct high and close relationship between the mayor and the citizens seemed to be an important
reason, as to way the mayor succeeded in his use of Facebook, to promote political dialogue. The
mayor himself has knowledge about the possibilities for reputation management - and building
relationships through Facebook, which can be crucial to his political reputation. The municipality is
currently focusing on their strategic use on Facebook, and the awareness of the policy - and
information security challenges by integrating Facebook as a part of their communication strategy. | no_NO |
