Framing and Public Engagement on Official Municipal Pages in the Ural Federal District on VKontakte
DOI:
https://doi.org/10.14515/monitoring.2026.1.3086Keywords:
government publics, local government bodies, communication with the population, social networks, involvement in communication, frame analysisAbstract
The authors of the study aim to identify the prevailing frames in the most engaging publications in the public pages of municipal administrations of the Ural Federal District in terms of views, to assess their potential to involve citizens in the discussion and adoption of management decisions. The methodological basis of the study was the frame identification technique developed by H. Semetko and P. Valkenburg, which was adapted for machine analysis using ChatGPT 4o. The work used a target sample of publications from 203 public pages of municipalities of the Ural Federal District on the social network VKontakte, the final sample consisted of 1,150 texts with high engagement rates. According to the results of the study, the morality frame dominates in the array as a whole, the frames of responsibility and individual interests lag significantly behind, the frame of economic consequences is poorly encountered, and the conflict frame is practically absent. When processing an array of short texts (less than 150 characters), which mainly accompany video and photo content, the authors decided to highlight the frames of local patriotism and collective action. The authors conclude that the moral frame most often found in municipal publications on social networks does not fully contribute to the involvement of citizens in the discussion and adoption of management decisions. According to the authors, for this purpose, greater emphasis should be placed on the frames of responsibility and economic consequences.
Acknowledgements. The study was supported by the Russian Science Foundation grant No. 24-28-01153, https://rscf.ru/project/24-28-01153/.
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Copyright (c) 2026 Галина Анатольевна Савчук, Сергей Владимирович Кульпин, Руслан Махмудович Курашов, Виктория Эдуардовна Тронина
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