To Facebook and beyond: Government space agencies’ communication strategies in the digital age

IF 1.9 4区社会学 Q2 INTERNATIONAL RELATIONS

Space Policy Pub Date : 2025-08-01 DOI:10.1016/j.spacepol.2025.101702

Shaked M. Ben Shoushan, Gal Yavetz

引用次数: 0

Abstract

This article examines how government space agencies use Facebook for public communication and engagement, applying signaling theory to explore how they convey institutional identity, capabilities, and values. Analyzing 10,565 posts from 12 agencies (2021–2023), the study uses mixed methods to assess content types, engagement metrics, and focus areas like technology, education, and international collaboration. Findings show that video content and global partnerships boost engagement, while budget size influences communication reach. The study highlights the strategic role of social media in shaping public perceptions of space and offers practical recommendations for agencies to enhance their digital presence and audience engagement.

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致Facebook及其他：政府航天机构在数字时代的沟通策略

本文研究了政府航天机构如何使用Facebook进行公众沟通和参与，应用信号理论探索它们如何传达机构身份、能力和价值观。该研究分析了12家机构（2021-2023年）的10565篇帖子，使用混合方法评估内容类型、参与度指标以及技术、教育和国际合作等重点领域。调查结果显示，视频内容和全球合作伙伴关系提高了参与度，而预算规模影响了传播范围。该研究强调了社交媒体在塑造公众对空间的看法方面的战略作用，并为广告代理商提供了切实可行的建议，以提高其数字形象和受众参与度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Space Policy Multiple-

CiteScore

3.40

自引率

36.40%

发文量

期刊介绍： Space Policy is an international, interdisciplinary journal which draws on the fields of international relations, economics, history, aerospace studies, security studies, development studies, political science and ethics to provide discussion and analysis of space activities in their political, economic, industrial, legal, cultural and social contexts. Alongside full-length papers, which are subject to a double-blind peer review system, the journal publishes opinion pieces, case studies and short reports and, in so doing, it aims to provide a forum for the exchange of ideas and opinions and a means by which authors can alert policy makers and international organizations to their views. Space Policy is also a journal of record, reproducing, in whole or part, official documents such as treaties, space agency plans or government reports relevant to the space community. Views expressed in the journal are not necessarily those of the editors or members of the editorial board.