By Susan Pick
With all the ambitious international goals and targets that developing countries have committed to, from poverty reduction to universal education and access to health care, we’ve observed a not uncommon response by the governments: too strong a focus on the public image of the new programs, not strong enough a focus on making the programs truly accessible. Here’s an example to illustrate our point: On a daily basis, Mexicans are exposed to immeasurable social development propaganda from government agencies. The propaganda is unavoidable because these messages are disseminated via commercials on public transportation, highway billboards, TV and radio, and posters in the most rural communities. Some of the current hot topics of these campaigns are diabetes and childhood obesity, nonviolence toward women and anti-corruption laws.
“Vivir Mejor” (“Live Better”) is the federal government’s umbrella strategy behind many of these flashy ads, and its aim is to eliminate extreme poverty and promote sustainable human development throughout the country. The rainbow-colored logo is impossible to miss and is stamped on nearly everything the government is involved with. “Vivir Mejor” social development campaigns share with the public the services they are entitled to. A man that never got the chance to study when he was young is now completing his secondary education – and you can do the same, for free! A smiling woman is receiving free prenatal health care –and you can sign up for it as well, it’s simple! In addition, many of the “Vivir Mejor” campaigns encourage the public to exercise their rights. This involves procedures like signing up for government health insurance, filing a report in the case of sexual harassment, and requesting information from the government’s transparency portals.
Making people aware of their rights and the social programs they can benefit from is indispensable…in theory. How can these types of public campaigns possibly be inefficient? Why aren’t poor people in Mexico seeking health care or going back to school or reporting abuse of their basic human rights? The first problem is most obvious: there are incredible structural barriers to accessing social services in Mexico; widespread corruption and absurdly bureaucratic procedures prevent Mexicans from registering for social programs or filing reports when their rights are violated.
The second problem is less obvious, but its solution is essential for Mexico to achieve its development objectives: there is a severe lack of civic engagement in Mexico. The lack of participation in pubic affairs that this implies results in the absence of social action and citizen monitoring, as well as the underutilization of government programs. The unengaged citizen lacks psychological preparedness for accessing his or her rights and seeking opportunities for personal development. Some examples of psychosocial barriers to participatory citizenship include the internalization of feelings of inferiority, a lack of intrinsic incentive to bring about change, and insufficient communication and team work skills. All of these factors are directly related to what’s been labeled “low intensity citizenship” in Mexico (Ochoa Espejo).
The solution to the problems we mention lies in the development of an individual’s personal agency. In other words, she needs to feel empowered and entitled to make changes in her life. If social programs were designed to facilitate the acquisition of psychosocial tools like assertive communication, autonomous decision-making, and critical thinking in addition to classic welfare services, citizens would become participatory agents of change. Once engaged, the everyday citizen has an incredible pow