Interactivity as a process of citizen participation in the Electronic Government. This implementation in Villa Clara.

Abstract

The presence of the world's leading leaders, government structures, and media outlets on social media is more than a necessity; it is an obligation in today's political and informational context. Cuba is committed to consolidating e-government driven by the computerization of key sectors of society, where those responsible for maintaining communication with the population are essential. From this perspective, the following work proposes the following main objective: to propose guidelines to promote interactivity within the implementation of e-government in Villa Clara. Content analysis and ethnography were used as methods. The main results focused on the governmental structure with an analysis of the official Facebook profile of the Provincial Assembly of People's Power and the website of Editora Vanguardia, revealing low levels of user interactivity. The proposal focuses on achieving greater dynamism and commitment to generating responses from institutional profiles, ranging from developing the necessary competencies to making changes in structural, organizational, and internal factors that foster more effective communication.