Proposing a Three-Dimensional Normative Model for Political Communication

The last 10 years or more will be remembered as a time of perpetual crisis. Against this backdrop, there is an urgent need for effective leadership and for citizens of the world and their leaders to come together to achieve collective goals. However, various studies have highlighted the deleterious effects on democracy of the current trajectory political discourse is taking. Increasing voices in academia call for a shift towards a more citizen-centric political communication. The authors respond to such calls by proposing a new model for political communication that focuses on three dimensions, namely service ethos, inclusivity, and empathy (3D model). In this chapter, the authors conceptualise these dimensions and build a normative model for their application while discuss the relevant shortcomings and current issues as they relate to contemporary political communication.