| Abstract [eng] |
This master thesis examines the communication policy of supervisory institutions on social media. It seeks to answer the question: how does the communication of supervisory institutions on social media contribute to changing their image and relationships with the public? To address this question, the study sets the goal of analyzing social media communication to determine whether institutions are transitioning from the role of enforcer to consultant. A mixed-methods approach is employed, combining quantitative and qualitative data analysis. The research focuses on one of the key elements of the communication process — messages shared by supervisory institutions on the social network Facebook and explores how these institutions position themselves through social media communication: as supportive and informative consultants or as enforcers. |
