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Within the context of e-participation and involvement provided by social media tools, public organizations should provide a dialogic approach to their relationship with their publics. Having more touchstones with their publics and less control over their message, public organizations should improve their strategies of communicating with citizens. Through a content analysis of three Romanian public organizations' activity on Facebook, this study will examine how this social networking site is used to inform, connect, involve, mobilize and interact with Romanian citizens. The results highlighted that mobilizing, informing and interacting were the most used strategies and that Romanian citizens' involvement implied mere actions of liking, sharing and commenting the visual and verbal posts.

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Since 1983, European Years (EY) have been implemented by the European Parliament and the European Council to raise the awareness of the local, regional, and national authorities on a common European issue. This article develops a visual framing analysis of the photographic representation of the European Year of Volunteering (2011) and the European Year for Active Ageing and Solidarity between Generations (2012) at a national level. The data will focus on the photographic images uploaded on the campaign blogs of two Romanian non-governmental organizations. This study has a threefold aim: first, to compare and contrast the use of photographic images in the blogs of two Romanian public communication campaigns; second, to develop a model of visual framing analysis focused on types of represented participants, social actions, and shots; third, to argue that the objectives and outcomes of the public communication campaigns on EY issues depend on the type of “I-ness” versus “we-ness” society a country is.

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