THE EFFECT OF GOVERNMENT SOCIAL MEDIA ON SOCIAL COHESION IN MEXICO

Abstract

The objective of this research was to determine the effect of the social networks used by the
government, in particular Facebook, on social cohesion in Mexico, in line with objective 10 of the
UNDP (United Nations Development Programme) sustainable development, which indicates the
reduction of inequalities. A questionnaire was designed with a five-degree Likert scale, applied via
the web to a non-probabilistic sample by quotas of 262 citizens. The findings indicate that the
government's social networks in Mexico are not yet having a positive effect on citizens, concluding
that they are not yet contributing to social cohesion. It is concluded that the government's
participation, communication, and interaction through Facebook could tend more to a logic of global
legitimization of its actions than to the relationship between the government and the citizen.