Still a monologue? A mixed-methods study of dialogic communication on government social media in crisis

Drawing on the dialogic communication framework, this mixed-method study examines the Lebanese government's dialogic communication efforts on social media during COVID-19. Data were collected through a content analysis of all COVID-19-related Instagram posts published by the Ministry of Public Health (MoPH) between 2020 and 2023. In addition, interviews were conducted with key representatives from MoPH and social media users who follow MoPH. Findings indicate limited use of dialogic communication by the MoPH, which prioritized information over interaction. The principle of usefulness of information generated fewer likes, while positive appeals and online mobilization garnered more comments. Interviews confirmed minimal dialogic interaction. While the Ministry expressed willingness to foster dialogue, structural and crisis-related barriers hindered implementation. On the public's side, interest in deeper interaction was constrained by distrust in responsiveness and lack of replies. Interview insights point to the need to integrate dialogic communication as a system-wide practice in the public sector. The study findings may be particularly relevant to low-trust, developing countries prone to instability and crises, presenting dialogic communication as an untapped opportunity to build trust and advance the common good. The study further contributes to dialogic communication theory by proposing an Instagram-specific, multi-level framework for future research and practice.