Beautifully Imperfect: Using Facebook to change a population's attitudes toward marriage

Abstract

This study uses focus groups and content analysis to understand the dialogic efficacy of Facebook as a platform for a government-initiated public communication campaign to promote marriage in efforts to reverse low birth rates in Singapore. The findings suggest a weak use of dialogic strategies by the campaign organizers who use Facebook as a channel for one-way communication with little realization of the social networking site's dialogic potential. © 2012 Elsevier Inc.