Digital Communication Strategies of the Jordanian Ministry of Water and Irrigation in Managing the Water Crisis: A Case Study

Abstract

This study analyzes the digital communication strategies employed by the Jordanian Ministry of Water and Irrigation in its management of the chronic water crisis. The research has adopted a descriptive-analytical case study method, using content analysis as a tool for a comprehensive set of digital and printed materials issued by the Ministry. The findings reveal a complex and multi-faceted communication system that goes beyond traditional information dissemination to dynamically adapting to message, audience, and platform. This system is categorized into four strategic pillars: (1) participatory persuasion and public capacity-building by providing practical solutions, (2) value-based framing that links the crisis to national and religious identity, (3) authority enforcement and risk management through law enforcement and danger warnings, and (4) building legitimacy and institutional trust by showcasing achievements and highlighting transparency. The study concludes the Ministry's success lies in its ability to collectively utilize these pillars to build a comprehensive narrative that transforms the public from mere recipients into active partners in confronting the crisis, thereby enhancing trust in the country’s efforts and its institutions.

Keywords: Communication strategies, Digital communication, Ministry of water and irrigation, Water crisis, Jordan.