Date of Award

1-3-2015

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Carolyn Cunningham

Second Advisor

Dr. Lunell Haught

Abstract

Civic leaders serving in government bodies have a responsibility for communicating their actions and decisions to those they represent and serve. Good communication would have the ability to not only inform, but to build a shared sense of community and engagement through personal interaction. We know organizations can harness the power of storytelling, but how can civic organizations use social media and storytelling to build positive online engagement? Communication Dressionals working in civic government who want to connect more personally with their residents on Facebook should consider integrating storytelling techniques into their content – more photos, conversational language, and stories about serving in the community. Fisher’s narrative paradigm theory supports storytelling as an effective form of communication. Stories connect us, build understanding, help break down complex information, and allow us to see our role in the big picture. Given the benefits of storytelling and the goals of those working within civic government, this research sought to answer: what storytelling techniques are used and positively responded to on Facebook? Due to its ability to create two-way conversations and transparency, this research looked at Facebook as a storytelling platform and examined content shared from five municipality Facebook pages over a three week period. Applying narrative paradigm theory, the study examined content to analyze whether storytelling elements were used and if they positively influenced citizen engagement. These storytelling elements included the use of pronouns for more personal, authentic communication, photos for narrative storytelling, and content that focused on city employees going above and beyond in their service to their community. The results showed that these narrative elements, integrated into the Facebook page content, positively influenced user engagement on Facebook. Content that used photos, more pronouns, or shared stories of service and community loyalty were consistently ranked higher in Facebook engagement (likes, shares, or positive comments).

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