نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه مدیریت، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران.
2 استادیار، گروه مدیریت، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران.
3 استاد، گروه مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه سیستان و بلوچستان، زاهدان.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective
Public persuasion plays a pivotal role in fostering strong bonds and interactions between government officials and citizens, advocating shared values and objectives, and enhancing the quality of urban life. In light of this, the primary objective of this study is to formulate a model for public persuasion within the context of effective urban governance. In today's rapidly evolving world, characterized by the swift growth and development of cities, the importance of effective urban governance has become more pronounced. Public persuasion emerges as a potent tool within the realm of urban governance, prompting the need to design a comprehensive model for its application.
Methods
The research method is qualitative and is of Grounded Theory type hypothesised by Strauss and Corbin. The sampling method is purposeful and of Snowball type. A total of 17 individuals participated in the survey, including 10 general managers of the executive bodies in Khorasan-e- Razavi Province, and 7 university teachers. Data analysis was undertaken through open coding, axial coding and selective coding using MAXQDA platform.
Results
The research findings encompass key causal conditions, a central category, strategies, consequences, contexts, and interveners. The research findings elucidate that specific conditions, notably social capital factors and governance concerns, provide the foundation for public persuasion. Importantly, these conditions significantly impact the selection of strategies, specifically those aligned with effective urban governance, including the use of efficient media and impactful communication. These strategies, in turn, yield tangible outcomes, such as the enhancement of performance in terms of sustainable human development and the improvement of problem-solving capacities. The context for the deployment of these strategies is shaped by supportive and cultural policies. However, it is imperative to acknowledge intervening factors such as environmental barriers and communication obstacles.
Conclusion
It is possible to convey effective and efficient messages to society through public persuasion in the context of urban governance. This approach fosters a better understanding of urban issues, empathy, positive interaction with citizens, and increased citizen participation in public matters. Based on the research findings, it can be concluded that effective public persuasion requires a thorough analysis of goals and target audiences. The intended objectives of persuasion, the overarching goals of urban governance, and societal needs should be carefully examined. Furthermore, the target audience should be thoroughly identified and analyzed to design appropriate persuasive content and tools. The use of credible evidence and statistics can enhance the credibility of public persuasion. Presenting information in an engaging and understandable manner can better inform the audience and encourage them to embrace the desired ideas. Additionally, the use of effectiveness indicators and signs can vividly demonstrate the outcomes and objectives of persuasion, thereby promoting transparency in the persuasion process. In conclusion, the research offers suggestions and solutions for its various components.
کلیدواژه‌ها [English]
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