Effective communication

Wednesday, 16 March 2016 00:00 - - {{hitsCtrl.values.hits}}

Effective communication is possibly the most valued attribute of politics. Governments survive because of their ability to “spin” and prosper when they can constructively communicate what they are trying to achieve to their voting public. Ultimately elections are decided by this link and politicians usually work around the clock to achieve a perfect equilibrium.

Whatever the disagreements and issues many had with the previous Government, they had a significant capacity to get the public on their side, at times using unfair methods. The discourse built around the war, its framework on military involvement during the last phase of the war, was especially effective and continues to colour public discourse even in the present. But as time lapsed the highly-effective propaganda machine changed its focus from war to politics. Extremely detrimental measures by the former Government such as the passing of the controversial 18th Amendment to the Constitution and the impeachment of Chief Justice Shirani Bandaranaike were justified by lopsided marches in support of the Government.

Protest marches are an important part of the democratic process. They exist to channel public discontent and initiate engagement with public representatives and officials whose duty is to act on burning issues for the greater good. They should not and cannot be subverted from showcasing genuine grievances to rooting for vested Government policies. The trend which has existed in Sri Lanka for decades and was enthusiastically used by the previous Government at massive cost of public funds should not be resuscitated by the present holders of public welfare.

Admittedly the Government has a right to communicate with their public. In fact it is essential. For this purpose there are many avenues available to them with the most popular being media, both State owned and private, to create a space for public discourse. Social media has enlarged this space over the last few years and politicians liberally use it to reach out to their constituents. Seminars, by elections, press conferences, one-on-one meetings, parliamentary proceedings, statements and many other modes of communication are used on a daily basis to inform the public of the steps that are being taken on their behalf. These are all legitimate and effective but how effective are rallies supporting the Government conducted by the Government?

Using effective communication becomes even more important when a country’s economy faces challenging times. Tax increased to repay debt and improve fiscal consolidation is the backbone of sustainable development but such policies are a hard sell for any Government. Telling people they will have to pay more for essential goods and services is a challenge, which is worsened by the trust deficit usually seen between voter and politician. So the next step is to create noise, but does noise result in effective communication?

The Government is well within its rights to use rallies to bolster support, one can reasonably argue. But how much of such a movement would resonate with the people? Could it really communicate, clearly and concisely, the challenges a Government is tackling? When faced with a tough issue Governments are usually inspired to put all their resources to the test and go big. Perhaps it is the best policy: Go big or go home.