Citizen Preference in Digital India Initiative: A Study on Communication Strategy of Indian Government Web portals

Abstract

Globalisation brings everything under a roof and consequently connects everyone from all the four corners of the world through technology, via the internet in different modes depending on their needs. Inaccessibility to information generates mistrust and distress in the people as the development demands communicating and educating the public. Thus eminence of a government lies in the transparency and in providing service or information to the public access. Information dissemination being indispensable in connection with digitisation enhanced the role of government websites. Since 2015, India encounters a massive number of initiatives to facilitate Citizen access the service of the government in form digitalized data and information. Being a Democratic nation, Citizen demands and opinion is fundamental to fulfil the purpose. The effectiveness of communication strategy implemented by the government in information dissemination plays key role in purpose fulfilment. The study focuses on analysing citizen participation and preference in these services provided. The effectiveness of the service influenced by the responsiveness of the web portals alongside by the bilingual portals is analysed. The study follows quantitative analysis by a well-developed questionnaire survey and Literature analysis.