The Supply Side: Local Publics on Facebook
摘要
The chapter examines the infrastructure of local Facebook public spheres across Hungarian municipalities, analyzing how these digital spaces develop as alternatives to traditional local media. Using extensive empirical data collected from over 3000 Hungarian municipalities, the authors investigate the presence and reach of local Facebook groups, local government pages, media, political parties, and civil organizations. Findings highlight significant disparities, revealing that while larger municipalities typically boast active and diverse local Facebook public spheres, smaller communities often suffer from digital news deserts, lacking robust local social media infrastructures. The study identifies key municipal-level factors influencing these disparities, including population size, economic conditions, internet access, and political dynamics—particularly the involvement of national political parties. Notably, municipalities led by party-affiliated mayors, especially those from opposition parties, tend to have more extensive and engaged local Facebook publics. Ultimately, the chapter underscores Facebook’s potential role in mitigating the negative impacts of declining local traditional media, particularly in larger municipalities. However, it cautions that significant gaps remain, particularly among smaller communities, emphasizing that local political and economic conditions heavily shape the extent and vibrancy of these digital local public spheres.