This interdisciplinary article presents a concept of the 21st century and phenomena that are products of the 4th industrial revolution – big data and Artificial Intelligence technologies – as well as the opportunities of their application in public governance and social policy. This paper examines the advantages and disadvantages of big data, problems of data collection, its reliability and use. Big data can be used for the analysis and modeling of phenomena relevant to public governance and social policy. Big data consist of three main types: a) historical data, b) present data with little delay, c) prognostic data for future forecasting. The following categories of big data can be defined as: a) data from social networks, b) traditional data from business systems, c) machine-generated data, such as water extraction, pollution, satellite information. The article analyzes the advantages and disadvantages of big data. There are big data challenges such as data security, lack of cooperation in civil service and social work, in rare situations – data fragmentation, incompleteness and erroneous issues, as well as ethical issues regarding the analysis of data and its use in social policy and social administration. Big data, covered by Artificial Intelligence, can be used in public governance and social policy by identifying “the hot spots” of various phenomena, by prognosing the meanings of variables in the future on the basis of past time rows, and by calculating the optimal motion of actions in the situations where there are possible various alternatives. The technologies of Artificial Intelligence are used more profoundly in many spheres of public policy, and in the governance of COVID-19 pandemics too. The substantial advantages of the provided big data and Artificial Intelligence are a holistic improvement of public services, possibilities of personalization, the enhancement of citizen satisfaction, the diminishing of the costs of processing expenditure, the targeting of adopted and implemented decisions, more active involvement of citizens, the feedback of the preferences of policy formation and implementation, the observation of social phenomenas in real time, and possibilities for more detailed prognosing. Challenges to security of data, necessary resources and competences, the lack of cooperation in public service, especially rare instances of data fragmentation, roughness, falseness, and ethical questions regarding data analysis and application can be evaluated as the most significant problems of using big data and Artificial Intelligence technologies. Big data and their analytics conducted using Artificial Intelligence technologies can contribute to the adequacy and objectivity of decisions in public governance and social policy, effectively curbing corruption and nepotism by raising the authority and confidence of public sector organizations in governance, which is so lacking in the modern world.
The article critically analyzes the relation of postmodernism and new public governance with regard to community development. The ethical ideals of the past in the period of postmodernism are extinct, and new ideals should replace them. However, the values of postmodern capitalism often do not allow them to be formed, not to talk about the fact that the very existence of the values in the postmodern period is questioned. The authors build some kind of bridge between the past communitarianism and contemporary sense of community in order to revive it. The authors are trying to answer the question why tribal marketing in its specific form as community is suitable for the new public governance. The authors answer that tribal marketing in its specific form as community is suitable for the new public governance due to its attitude towards community as active cocreators and due to the durability, historicism and immortality in the society provided by the brand and mobilization of its members in solving identity problems. Tribal marketing in new public governance could also help to solve the problem of shortage of community motivation systems, by using socio-psychological factors and the phenomenon of the competing tribes.
The article deals with theoretical and practical interactions between public administration and business management. This paper analyses normative models of public administration (New Public Management and New Governance) and business management (Corporate Social Responsibility), and raises claims pertaining to these models. Based on this analysis, an integrated model of interaction between public and private sectors consisting of five dimensions is suggested.
Anotacija. Straipsnyje apžvelgiama postmodernizmo kultūrinės paradigmos bruo žo vartotojiškumo anatomija, iškristalizuojamos esminės charakteristikos. Atskleidžia ma ir įvertinama vartotojiškos logikos įtaka naujosios viešosios vadybos koncepcijos for mavimuisi ir jos struktūrai. Atlikus teorinę analizę, paaiškėjo, kad naujojoje viešojoje vadyboje persismelkianti postmodernistinė vartotojiška logika diktuoja tai, jog valstybės valdyme viešojo sektoriaus institucijos redukuojamos iki verslo kompanijų statuso, ku rių efektyvumo kriterijais tampa kiekybiniai rodikliai, valstybės tarnautojai pradeda mi traktuoti kaip žmogiškieji ištekliai, o pačios institucijos keičia orientaciją iš piliečio į klientą. Atskleidus neigiamas naujosios viešosios vadybos ir vartotojiškumo samplaikos
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