Effective Communication for Water Resilient Communities: A Conceptual Framework

Abstract

Communication campaigns to promote the importance of water as a vital but limited resource have evolved in many ways. Nowadays, the resources, techniques and skills to deliver effective communication campaigns are far greater than ever before. Over the past decades, there has been a significant body of research towards improving water conservation campaign communication but with limited success in promoting more resilient behaviours on behalf of water consumers. While the media and technology have rapidly evolved and awareness among consumers may have increased, this has not been sufficient to make the communication effective in changing behaviour. Communications to promote resilience among consumers need to reach a wide audience, capture audiences’ attention, build awareness and motivate water consumers to consume water sustainably. This represents a subject in need of further theoretical and conceptual investigation. This research reviews various approaches to effective communication and through a synthesis of the concepts aims to present a new, socio-psychological water conservation conceptual framework. The present conceptual framework integrates emotional appeal, for use on social media platforms and in order to foster more water resilient communities. This framework represents a potentially major contribution in providing guidelines for water sectors to deliver effective video communications on social media platforms.

A Case Study on Social Media Usage in a Water Company in Malaysia

“…Transparent information on household-level water usage and public water usage behaviour may be delivered to water consumers (Bakar et al, 2021). With regards to water companies, consumer trust entails believing in their accurate assessment and reporting of water-related risks (the vulnerability component) and initiatives to reduce water consumption in the community (Larbey & Weitkamp, 2020).…”

The Importance of Prophetic Communication Principles (A Critical Study of the Hadith of Communication)

“…35 Also, I will discuss the importance of jihad in the hadith perspective in Shahih al-Bukhari. 36 Similar activities were also carried out to transform Caterina's text to principles of prophetic communication. This first series analyzes the Hadith of honesty as a principle of prophetic communication.…”

“…has made him an accomplished communicator recognized by the world. 11 Other research recommends an interdisciplinary approach, especially social science disciplines, to revive prophetic voices as a therapy for social life.…”

The Role of Emotional Appeal in Water Conservation Communication: A Framework for Social Media Engagement

“…Hence, social media has the capacity to amplify awareness of prevailing water-related challenges and inspire the general public to actively engage in preparing their local communities to tackle these issues. This way, social media acts partly as a support system to enhance the sense of con dence, allowing the public to be more con dent about water-related threats [21]. However, despite these advantages, the social media water conservation communication framework remains underdeveloped in re ecting behaviour and intention development [21].…”

“…This way, social media acts partly as a support system to enhance the sense of con dence, allowing the public to be more con dent about water-related threats [21]. However, despite these advantages, the social media water conservation communication framework remains underdeveloped in re ecting behaviour and intention development [21].…”