A user approach to dialogic theory in a Facebook campaign on love and marriage Journal Article uri icon



  • Private matters of the heart are the focus of “Beautifully Imperfect,” a Singapore government-led public communication campaign on love and marriage, part of larger pro-family efforts to reverse low marriage and birth rates. Through a case study based on focus groups, content analysis and interview methods, this study takes a user approach to dialogic theory by evaluating user reactions to and user interaction on Facebook and the manifestation of dialogic strategies and outcomes for relationship cultivation and persuasion. The findings suggest that while the campaign on Facebook meets some technical and design criteria for dialogic relationship-building on the web, Facebook is used merely as a one-way communication channel devoid of dialogue to relay messages from the state to its publics.

publication date

  • May 1, 2014

has restriction

  • closed

Date in CU Experts

  • January 9, 2017 8:20 AM

Full Author List

  • Lee ST

author count

  • 1

Other Profiles

International Standard Serial Number (ISSN)

  • 0163-4437

Electronic International Standard Serial Number (EISSN)

  • 1460-3675

Additional Document Info

start page

  • 437

end page

  • 455


  • 36


  • 4