Abstract

The paper analyses the institutional communication strategies through a gender lens in the current hybrid and convergent media ecosystem, characterized by the growing role of social media. The study is focused on Italian municipalities conducted through in-depth interviews with public communicators and social media managers. Main results highlight interesting innovations at the local level in adopting guidelines and languages to prevent gender bias and stereotypes, also used to enhance transparency and trust toward citizens. At the same time interviews underline existing barriers and cultural resistance in using specific communication approaches through a gender lens.