Institutional, Partisan, and Personal Communication: The X Platform Communication in the Czech Republic
Institutional, Partisan, and Personal Communication: The X Platform Communication in the Czech Republic

Summary/Abstract: This study examines the differences and similarities in communication between Czech ministries as institutions and their respective ministers on the X platform (formerly Twitter). Recognized in the literature as a key channel for both institutional communication and political messaging, X serves as the analytical focus. The research focuses on social media activity of four major ministries—Finance, Interior, Labour and Social Affairs, and Regional Development—during September 2024, a period marked by catastrophic floods, a contentious 2025 state budget draft, and regional and Senate elections. Each ministry is led by a different political party, providing a diverse political context. Through quantitative content analysis, the study assesses post frequency, formats, and thematic focus, aiming to fill a research gap regarding government communication during turbulent times, drawing on both official ministerial accounts and their personal profiles. The findings largely support the apolitical character of institutional ministry communication but reveal that neither ministries nor ministers fully exploit the potential of the X platform in the current, highly digitalized phase of political communication.

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