Private matters of the heart are the focus of “Beautifully Imperfect,” a Singapore government-led public communication campaign on love and marriage, part of larger pro-family efforts to reverse low marriage and birth rates. Through a case study based on focus groups, content analysis and interview methods, this study takes a user approach to dialogic theory by evaluating user reactions to and user interaction on Facebook and the manifestation of dialogic strategies and outcomes for relationship cultivation and persuasion. The findings suggest that while the campaign on Facebook meets some technical and design criteria for dialogic relationship-building on the web, Facebook is used merely as a one-way communication channel devoid of dialogue to relay messages from the state to its publics.
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