Turf Protection or Policy Expansion? How European Agencies Shape Their Reputation Through Social Media Communication

• 成果类型: Article; Early Access
• 署名作者: Shyrokykh, Karina; Eckert, Sandra; Olofsson, Kristin
• 署名单位: Stockholm University; University of Erlangen Nuremberg; Oklahoma State University System; Oklahoma State University - Stillwater
• 刊物名称: REGULATION & GOVERNANCE
• ISSN/ISSBN: 1748-5983; 1748-5991
• DOI: 10.1111/rego.70117
• 发表日期: 2026-01-02
• 关键词: climate policy; European Union agencies; reputation management; turf protection; ORGANIZATIONAL REPUTATION; EU; governance; INDEPENDENCE; COOPERATION; management; attention; networks; state

摘要

We approach public communication of bureaucratic organizations as a means of reputation management and argue that social media communication that abstains from making reference to other agencies is in line with a turf-protective strategy, whereas communication that seeks to establish a link to other agencies is in line with a strategy to embrace new issues and expand policy competencies. Using climate policy communication by EU agencies on the social media platform Twitter (currently X), we show that agencies operating in policy fields traditionally linked to climate policy and holding a policy mandate refer less to their counterparts in their social media communication than agencies without such a climate mandate and operating in policy fields more recently linked to the issue. We find that agencies opt for either turf protective and risk-averse or expansive and reputation-building strategies, depending on what fits their interest best.