ASSESSMENT OF COMMUNICATION PERSONALIZATION IN GOVERNMENT APPLICATIONS
Keywords:
information needs, communication channels, applicationsAbstract
Abstract: The expansion of government applications increases the possibilities for active communication between the State and citizens, but the existence of notifications does not ensure that messages are relevant, contextualized, inclusive, or responsible. This article aims to propose a conceptual maturity model for assessing communication personalization in government applications. The study adopts a qualitative, exploratory, and theoretical-conceptual approach, developed through a narrative literature review and documentary analysis of recent digital government frameworks. The sources were examined through analytical reading, conceptual comparison, and thematic categorization, resulting in a theoretical synthesis. The model was structured into two complementary layers. The first distinguishes six functional communication types: absent, generic, segmented, transactional, contextual, and proactive. The second comprises eight analytical dimensions: orientation and relevance; contextualization, timeliness, and actionability; data and interoperability; platform and orchestration; proactiveness; governance, transparency, and control; communication inclusion; and monitoring, learning, and public value. Guiding questions and expected evidence were formulated for each dimension to support future application. The study concludes that the maturity of communication personalization does not result solely from message individualization or automation, but from the articulation of informational, technological, institutional, and communication capabilities.