Paper Type

Master's Thesis


College of Arts and Sciences

Degree Name

Master of Science (MS)



NACO controlled Corporate Body

University of North Florida. School of Communication

First Advisor

Dr. John Parmelee

Second Advisor

Dr. Stephynie Perkins

Third Advisor

Dr. Natalyia Roman

Department Chair

Dr. John Parmelee

College Dean

Dr. George Rainbolt


This study expands Twitter interactivity research in the area of public relations. A content analysis of tweets from public information Twitter accounts in Florida counties examines the degree to which county public information officers interact with the publics on Twitter. Engagement on Twitter is examined using a coding scheme adapted from previous research (McMillan, 2002; Otterbacher, Shapiro, & Hemphill, 2012; Parmelee & Deeley, 2017), which is a more sophisticated measure of interactivity than merely counting the presence of replies and retweets. Findings indicate that when public information officers engage in mutual discourse, or the exchange of information in two-way communication, it is primarily with citizens. However, the findings indicate that mutual discourse is the type of communication least likely to be employed on Twitter.

Available for download on Saturday, August 03, 2024