Carme Ferré-Pavia, Comress director, and Hussein Bajouk, PhD UAB student and professor at the Lebanese International University in Beirut (Lebanon), have published “Still a monologue? A mixed-methods study of dialogic communication on government social media in crisis” in the leading journal Atlantic Journal of Communication (Taylor Francis). The article presents a mixed-methods research.

Drawing on the dialogic communication framework, the study examines the Lebanese government’s 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.

To manage crisis (weather catastrophes, pandemics or wars), efforts for a more dialogic communication, taking in account replies and permanent contact with audicences, must be developed.