Reinventing citizenship values implications for social and political rejuvenation

Abstract

This study is an attempt to discover the meaning of citizenship values through a structural modeling based on exploration of relationship between citizenship values and certain sets of predictable variables like value orientation, general attitudes, individual value, modernity, attitude towards society, activism and social participation. The enquiry has helped in isolating some factors that suggest contributing to citizenship values, and these factors together have been tentatively suggested as determinants of citizenship quotient (CQ). Citizenship values may be understood as something that helps in making an individual a productive, responsible, caring and contributing member of the society. As against this the unconcern of the citizenry manifests itself in myriad unsocial activities such as disregard for the law, violation of traffic rules, road rage, blowing horns, causing nuisance on the streets and public places, like urinating, littering at public parks, monuments and market places, defacing public properties, indifference to the cultural heritage of the country, a general aggressive and uncivil behavior, and inadequacy of community involvement. What is the problem behind these symptoms? Do these signal lack of citizenship values? The study proposes to find that out along with its essential attributes, and then whether it is possible to socially market these values. Starting with literature survey, the conceptual context of the theme included a theorization about what was going on. A citizenship survey was done through a questionnaire for constructing a measurable data base. This was analyzed for determining the causative factors, proving the hypothesis, meeting the objectives of the study and finding answers to the research questions. The research questions included asking whether the citizenship values can be meaningfully explained, to enquire what factors affect citizenship in the society, and whether it can be reinvented through social marketing? The objectives of the study were accordingly set up as identification and determination of the core of citizenship values; statistically and empirically testing the attitude of the citizenry to civic issues; finding out ways to overcome the flaws, if any, and to reinvent citizenship values through social marketing , which is the main recommendation of this study.