Institutionelle Kommunikation in der digitalen Öffentlichkeit: Das kommunikative Repertoire der Polizei Hamburg auf Twitter

This paper uses the notion of communicative repertoire to investigate the language conduct of an institutional organization in a social media environment, with the Twitter (now ‘X’) account of Hamburg Police as a case in point. Theoretically drawing on interactional sociolinguistics, media linguistics and Twitter research, we view communicative repertoire as the sum of linguistic and semiotic resources that are mobilized by organizational agents to participate in a multi-faceted digital public space that comprises both the dissemination of messages to a digital audience (the account’s followers) and dialogic exchanges with self-selected members of the digital publics. The analysis is based on all tweets produced by the Hamburg Police over a period of three months, complemented by an interview with the organization’s social media team. We operationalize the communicative repertoire by means of a multi-level analytical scheme that comprises: (a) different types of linguistic and graphic resources, (b) two participation formats (initiative and responsive messages) and (c) several action types. The findings show that the language conduct of Police Hamburg is multi-faceted and shows striking stylistic differences between initiative and responsive tweets. While initiative tweets draw on pre-digital genres of Police communication (e.g. call for witnesses), responsive tweets repeatedly show accommodation towards users. Overall, the case of Hamburg Police illustrates how mediatization transforms practices of institutional communication.