Miller, Ezequiel2024-06-102024-06-102023https://hdl.handle.net/2133/27293En este trabajo se presenta un análisis de caso de la Municipalidad de Río Segundo, en vistas a comprender los mecanismos y estrategias que desarrolla en su comunicación para construir vínculos con la ciudadanía que gobierna. Dentro de la comunicación gubernamental, el trabajo se centró en estudiar su performance en redes sociales durante el período enero-julio de 2022. En el caso de Facebook, el procesamiento de datos se efectuó sobre fuentes primarias provistas por la misma plataforma; mientras que, en el caso de Instagram, se optó por un relevamiento manual. La metodología se complementó con una entrevista a un informante clave de la entidad gubernamental. Los resultados muestran que la Municipalidad está haciendo un esfuerzo considerable por adaptarse a las lógicas del ecosistema digital, sin embargo, aún resta un largo camino por recorrer. Es por ello que resulta indispensable implementar mecanismos comunicacionales que se engloben bajo el paraguas de la bidireccionalidad y la cultura participativa para mejorar su vinculación con la ciudadanía a través de estas plataformas.This research presents a case analysis of the Municipality of Río Segundo in order to understand the methods and strategies developed in its communication to build links with the citizenry it governs. Regarding government communication, the study focused on analyzing its performance in social media during the period from January to July 2022. In the case of Facebook, data processing was carried out on primary sources provided by the same platform; whilst, in the case of Instagram, a manual survey was chosen. The methodology was complemented with an interview with a key informant belonging to the governmental entity. The results show that the Municipality is making a considerable effort to adapt to the logic of the digital ecosystem. Nevertheless, there is still a long way to go. For this reason, it is essential to implement communication strategies and methods that fall within the scope of bidirectionality and participatory culture to improve its relationship with the citizenry.esopenAccessComunicación políticaComunicación de gobiernoGobierno localGobierno abiertoRedes socialestesisAutora y Facultad de Ciencia Política y Relaciones InternacionalesAttribution-NonCommercial-ShareAlike 4.0 International You are free to: Share — copy and redistribute the material in any medium or format Adapt — remix, transform, and build upon the material The licensor cannot revoke these freedoms as long as you follow the license terms. Under the following terms: Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. NonCommercial — You may not use the material for commercial purposes . ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.