Digital communication management in local governance: A study on the instagram practices of district mayors in Sakarya

This study aims to examine the impact of digitalization on local governments' forms of political representation, public communication strategies, and public visibility. The Instagram posts shared by the mayors of five districts in Sakarya province between April 1 and April 30, 2025, were analyzed using the qualitative content analysis method. The main objective of the research is to reveal how social media platforms contribute to communication, participation, and accountability processes within local governance. The findings indicate that Instagram functions not only as an information medium but also as a tool for building political legitimacy, managing crises, fostering emotional connections with citizens, and establishing digital leadership. The Mayor of Adapazarı produced the highest amount of content with 35 posts, following a strategy that balanced institutional information and citizen engagement. The Mayor of Serdivan presented 64% of their posts in Reels format, adapting effectively to the dynamic nature of the platform and achieving the highest engagement level. The Mayor of Akyazı adopted a more traditional, information-oriented communication approach, while the Mayor of Hendek maintained dynamism despite a limited number of posts through video-based content. The Mayor of Erenler achieved a stable level of engagement through a balanced content distribution. Overall, the Instagram use of Sakarya's mayors is based on emphasizing local identity, representing cultural values, and building emotional bonds with citizens. However, it has been concluded that social media engagement alone is not a sufficient indicator of administrative success; sustainable digital governance strategies supported by institutional vision are also required.