Acta Universitatis Danubius. Communicatio, Vol 11, No 1 (2017)

Abstract

For the public institutions, social networks represent a communication channel completing what represents the professional public communication, so the role of the professional communicator does not end or diminish and neither does the role of traditional mass-media. It is about an evolution, a modification, an adaptation of public communication and not a replacement of the way of achieving such communication.

By this study, I proposed myself to identify the way in which the public institutions in Romania have adapted to the new trends imposed to public communication.

To this end, I conducted an analysis of the structure, content, presentation and visibility in the online media of the Facebook pages of the 21 ministries composing the Romanian Government. I chose ministries as a subject of this study because, as institutions representing the central public administration of Romania, they exercise their competence at the level of the entire national territory and, generating public policies, have a major impact on the socio-economic environment, addressing a large number of beneficiaries.

I noticed that all the ministries have an official Facebook page, these pages are updated and, by the published information, they are constituted as key elements in all representation media for these institutions.