Public communication and sustainable development: What are the effects on cooperatives in Morocco?

Abstract

The emergence of this new wave of communication which places the citizen in the center of interest and which draws tools of the private sector to sit an interactivity, a mobilization a behavioral change, is initiated by the change of methods and the awakening of the public administration of the various socio-economic challenges which marked the new world order. From this point of view, the development of a new vision based on sustainable development and the protection of the biodiversity required new paradigms which place human dimension at the prism of any means of communication ; admittedly that, the public communication allows the bringing together between the official institutions through their vision of development and the citizen as an actor and a partner of this development.

Indeed, in this article we have discussed the importance of public communication in achieving sustainable development goals. Based on our empirical studies of agricultural cooperatives operating in different sectors, our affirmative problematic is based on a central question : does communication have an effect, one way or another, on the implementation of sustainable development objectives ? The expected results of our research have enabled us to deduce that public communication, which is in its embryonic phase, has been able to contribute to changing cooperative behaviours.

Keywords : Public communication ; farmer, Citizen ; sustainable development.

Classification JEL : I30, J24, Q19, P13, Q01

Paper type: Empirical Research