society. Citizens who feel excluded and devalued, engage less and do less (Block, 1993). It is prudent to get everyone involved since each and every stakeholder has a connected role to play in sustainability development issues. According to Kevany (2007) to sustain development, stewardship facilitation must evoke the sense of responsibility, or in the very least, to decrease the sense of irresponsibility. These are some of the stewardship duties of the following kind of stakeholders.
4.6 Lack of information initiative. The most basic types of stakeholder engagement are found in information initiatives that stress designing and disseminating information. Salient features of information initiatives include messaging strategies, sponsor control, reliance on mass media channels, and goal orientation as well as restricted or limited interaction between the political sponsor and the public. Information initiatives appear to vary in terms of their level of stakeholder engagement. For example, initiatives that seek to inform or raise awareness about an issue may have a very low level of stakeholder engagement, which the respondents demonstrated through the interviews the researcher conducted. Initiatives that seek to influence, either create or modify attitudes about an issue, would require a higher or more focused level of engagement. Initiatives that seek behaviour change would demand intensive and even sustained engagement. It is possible to suggest that the lower level of stakeholder engagement, the lower the persuasive power of the initiatives. During the interview, it emerged that, information dissemination via mass media channels are limited. While the mass media presupposes a passive audience, the social media is predicated on the notion of an active audience. In an attempt to “engage” the public, some public diplomacy initiatives have grafted interactive media (email, chat rooms, telephone call-in programs, etc.) onto mass media entities. The audience uses these interactive features to express their views, provide feedback, and try to influence the programming (content). However, while adding interactive technology to mass media initiative may create the illusion of interactivity with foreign audiences, the limits of that interactivity or stakeholder engagement are often strictly circumscribed. Respondent B narrated that; “the use of social media in information dissemination represents a potential cross over from of purely passive media audiences to more active stakeholder engagement. Several of the
international broadcasting giants have started to incorporate social media components in their daily activities, so it will be worthwhile if we adopt to that strategy as well.” Media relations are another form of information initiatives. Here one could view the relationship between the political entity and the media as a form of stakeholder engagement, as both have a stake in disseminating information. The political entity is seeking to get the information out, have its story told. Members of the media, in turn, want access to information so that they can
You've reached the end of your free preview.
Want to read all 12 pages?
- Fall '18
- DR MAAME ADWOA GYEKYE JANDO