Lebanese Television on Twitter: A Study of Uses and (Dis)Engagement

Through a content analysis of tweets belonging to local television channels in Lebanon, this study sought to examine patterns of their Twitter usage. Guided by the uses and gratifications framework, the current research found that Lebanese broadcast media use Twitter as a one-way tool to disseminate information or to promote their content through original tweets, rarely making use of its interactivity features. These media tended to provide news more than perform any other function—mainly promote the outlet, share observations, and post questions—focusing mainly on politics and public affairs. Findings also indicated that using direct address, along with intense tweeting, positively impacts an account’s following and popularity.