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Convergence of Social Marketing and Public Administration: Democratizing Value Creation

Abstract

This article aims to explain the interface between advances in civilization and advances in communication. The article also addresses the inadequacy of public administration literature to explain why communication media is important to its theory and practice. Subsequently, the article explicates why communication media contribute to the public administrator’s ability to improve the quality of democracy. The literature on communication media and public administration provide conceptual data that indicates how communication media continuously contributed to the public administrator’s ability to manage large disparate social-economic units. Network theory and administrative communication theory indicate why communication networks improve institutional effectiveness and efficiency. The literature confirms the need for clarity on how the interface between communication media and public administration increases public value and improves the quality of democracy. Network theory is a viable strategy for increasing the public administrators’ ability to increase public value.

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