Citizen engagement and the Covid-19 mask communication

Titolo Rivista SOCIOLOGIA DELLA COMUNICAZIONE
Autori/Curatori Vilma Luoma-aho, Maria-Jose Canel, Jana Bowden, Erika Ek, Viktoria Vainiomäki
Anno di pubblicazione 2021 Fascicolo 2021/61
Lingua Inglese Numero pagine 16 P. 20-35 Dimensione file 392 KB
DOI 10.3280/SC2021-061003
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA), associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche.

This paper looks at the changing communication environment of public sector organizations and examines how the traditional understanding of citizen engage-ment is becoming outdated. Building on literature on customer engagement from marketing and civic engagement from the field of political science, this article es-tablishes the process of citizen engagement in the public sector. Our propositions for future citizen engagement include the following: (i) a willingness and empow-erment to engage from both sides, (ii) the potential for either positive or negative manifestations, (iii) realistic expectations for outcomes, (iv) an understanding of its process-form and (v) having the aim of improving society. We tested these propo-sitions in the context of young opinion leaders in Finland in the Covid-19 related communication aiming to engage citizens to wear protective face masks. Our data confirmed the five propositions, and two new ones also emerged from the data: citizen engagement (vi) occurs in the global information environment and (vii) is enforced by others in society.

Parole chiave:Citizen engagement, civic engagement, customer engagement, public sector communication, Covid-19 masks, young people

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Vilma Luoma-aho, Maria-Jose Canel, Jana Bowden, Erika Ek, Viktoria Vainiomäki, Citizen engagement and the Covid-19 mask communication in "SOCIOLOGIA DELLA COMUNICAZIONE " 61/2021, pp 20-35, DOI: 10.3280/SC2021-061003