General Characteristics of the Posts on the Ministry of National Defense Facebook Platform

Ciobanu, Gabriela; Macovei, Crenguța Mihaela

doi:10.2478/raft-2025-0053

Abstract

Under the influence of rapid technological development and the growing pressure of social media, the Romanian Army has changed its approach of interacting with civil society. The Ministry of National Defense has constantly adjusted its messages to respond not only to informational needs, but also to the objectives of creating and maintaining an active digital community. In this paper, we analyze the general characteristics of the posts on the Ministry of National Defense’s Facebook platform in 2024, using content analysis methods applied through the NVivo program. The ministry’s posts are sober, neutral, predominantly informative and contain substantial visual elements. They convey the image of a modern army, deeply involved in both NATO and the social life of the country. Through these characteristics, the posts correspond to institutional requirements regarding online communication, presence, and behavior in the public space in a labor market dominated by Generations X and Y. However, since its future recruits are part of Generations Z and Alpha, the Romanian Army will have to adjust its online communication strategies to address their needs and digital consumption habits.

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