Increasing Policy Success through the Use of Social Media Cross-Channels for Citizen Political Engagement

Abstract

In the ubiquitous digitization era, governments increasingly adopt multi-social media channels for the purpose of facilitating citizen engagement towards enhanced government transparency, external political efficacy and policy success. However, little is known about the use of social media cross-channel information-sharing mechanisms for promoting citizen political engagement. We draw on theories of citizen interaction and citizen-centric e-governance to examine the central research question: How can citizens’ become politically engaged through the use of social media cross communication channels? Specifically, we examine and explain YouTube-enabled government-to-citizens interactions and YouTube-Twitter cross-channel information-sharing behaviors among citizens in response to Jakarta, Indonesia’s use of YouTube to inform citizens of the government transparency initiative. We applied social network analysis to examine the structure of and information flows within Twitter social networks formed through the use of cross-channel information-sharing mechanism by YouTube users to tweet the promotion of the YouTube-enabled government transparency videos to their Twitter followers.