Digital identity of social service centers: content analysis of key elements of the visual profile of Facebook pages

- Махиня, Т. А. (orcid.org/0000-0003-4065-0465) (2026) Digital identity of social service centers: content analysis of key elements of the visual profile of Facebook pages Society and National Interests, 1 (21). pp. 776-793. ISSN 3041-1572

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Abstract

In the context of Ukraine’s decentralization reform and post-war recovery, effective digital communication of social service centers (SSCs) is gaining strategic importance. However, the visual dimension of their presence on the Facebook social network – particularly profile picture (avatar) and cover photo (banner), which play a crucial role in shaping first impressions – often remains outside the focus of strategic management, thereby limiting the communication potential of these institutions. The purpose of the article is to assess the consistency and communication potential of the digital identity of the CNSP in building the trust of target audiences. The study employs a mixed-methods approach combining quantitative and qualitative content analysis. The objects of analysis were avatars and banners as the key elements of visual digital identity. The empirical base comprises 132 active Facebook pages of social service centers representing urban (56), settlement (36), and rural (40) territorial communities in Ukraine. The findings demonstrate the significance of digital identity as a tool for enhancing trust, accessibility, and visibility of social services, and outline directions for modernizing communication practices in the social protection sector. Based on a functional approach, five main categories of SSC avatars were identified: symbolic–value-based, institutional–representative-based, human-centered-based, territorial–identification-based and unstructured. In addition, six functional-semantic approaches to the design of Facebook banners were distinguished: symbolic–value, human-centered, informational, territorial–identification, national–patriotic, and minimalist. The results indicate that the symbolic–value approach is the most prevalent in the visual identity of SSCs. The key conclusion of the study is that a low level of visual and semantic coherence between the profile picture (avatar) and the cover photo (banner) complicates the perception of the Facebook page as a holistic communication space, thereby weakening its overall communication potential.

Item Type:	Article
Keywords:	digital identity, social services, social service center, Facebook, Facebook pages, visual communication, public communication, content analysis, profile picture, cover photo, branding, territorial community
Subjects:	Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 00 Prolegomena. Fundamentals of knowledge and culture. Propaedeutics > 004 Computer science and technology. Computing. Data processing > 004.7 Computer communication. Computer networks > 004.77 General networking applications and services Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 304 Social questions. Social practice. Cultural practice. Way of life (Lebensweise) Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 36 Safeguarding the mental and material necessities of life Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 378 Higher education. Universities. Academic study
Divisions:	State institution of higher education «University of educational management» > Educational and scientific institute of management and psychology > Department of Education, Administration and Social Work
Depositing User:	доцент Т. А. Махиня
Date Deposited:	28 Jan 2026 18:22
Last Modified:	28 Jan 2026 18:22
URI:	https://lib.iitta.gov.ua/id/eprint/748297

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