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From hashtags to trust: the Italian State Police’s #alwaysbethere narrative
Fri, September 5, 6:30 to 7:45pm, Communications Building (CN), CN 2112Abstract
In the past two decades, the growing reliance of police forces on social media has sparked significant academic interest worldwide. This surge is closely linked to broader sociopolitical shifts, including the rise of populism and evolving public expectations of law enforcement. Despite growing research on police-media relations, little is known about how the Italian police forces construct their digital presence. Research on Italian police communication strategies remains notably scarce, particularly regarding their use of digital platforms.
This study aims to bridge this gap by examining how the Italian Polizia di Stato (State Police) leverages social media — specifically Twitter, Facebook, and Instagram — to shape a public image of legitimacy and effectiveness. By drawing on theoretical frameworks such as image work, police presentational strategies, and encounter theory, we explore how the Italian State Police's digital communication aligns with broader patterns of institutional self-representation and serves as a tool for shaping (or seeking to shape) public perceptions.
Our study is based on a dataset of 250 posts from each social media platform. By applying thematic analysis and textual/hashtag scrutiny, we identify dominant narratives, recurrent themes, and engagement strategies employed by the Polizia di Stato to appeal to diverse audiences and reinforce public trust. By highlighting how Italy's national police adapts its communication strategies across different platforms, this research contributes to a broader understanding of police legitimacy in the digital era. The findings reveal the intricate challenges of managing a digital identity, shedding light on its profound impact on public confidence and the institutional authority of the police.