Advocates of communication argue that communication tools and techniques can be used to turn political economy analysis into action: that is, they can address political barriers in the form of lack of political will among key government leaders, vested interests, lack of citizen demand for accountability, or hostile public opinion. The World Bank’s Communication for Governance and Accountability Programme (CommGAP), for example, suggests that strategies should include building political will before embarking on public engagement, taking public opinion seriously, adopting a clear and unifying message, and seeking to frame public debate strategically.
Communication for Governance and Accountability Program. (2009). Political economy analysis to action: Political communication approaches and techniques. Washington, DC: World Bank
Why are political communication approaches pivotal to efforts to reform governance systems? This study suggests that reform managers must be able to persuade society. Furthermore, although reform includes technical challenges, the challenges of adaptation require political communication.
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Odugbemi, S., & Jacobson, T. (Eds.). (2008). Governance reform under real world conditions. Washington DC: World Bank.
What are the key challenges for governance reform in complex, diverse sociopolitical and economic conditions? How can these challenges best be addressed? This volume argues that successful, sustained reform requires the alignment of citizens, stakeholders, and voice. Reformers must overcome adaptive challenges such as public opinion, self-interested forces and inertia, and this requires skilled communication. Communication links the constitutive elements of the public sphere – engaged citizenries, vibrant civil societies, plural and independent media systems, and open government institutions – to facilitate the national dialogue which shapes informed public opinion.
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