Revisiting the Program Logic Model in Government Communication: From Linear Assumptions to Multidimensional Causality

This study empirically examined the program logic model in the context of evaluating government communication effectiveness. While some scholars argue that the program logic model is a theoretical construct not subject to empirical study, others emphasize the need for empirical verification and adjustment to enhance its practical utility. Adopting the latter perspective, this study analyzed the causal relationships among the five components of the logic model: situation, input, process, output, and outcome. The findings reveal that these factors do not operate in a linear or hierarchical manner but form multidimensional and interactive relationships. First, the situation factor significantly influenced input and outcome, with stronger legal-institutional foundations increasing personnel, communication satisfaction, organizational satisfaction, and policy acceptance. Second, input factors showed no significant effects on process or output but had differential effects on outcomes: larger budgets yielded positive outcomes, whereas larger personnel sizes were associated with negative outcomes, highlighting the role of expertise and motivation over numbers. Third, process factors influenced both output and outcome; for instance, event-centered content reduced public empathy but increased satisfaction, and communication intensity and frequency had positive but differentiated effects, while bidirectionality declined. Finally, output did not significantly affect outcome. By empirically testing the theoretical assumptions of the program logic model, this study deepens understanding of causal linkages among factors and highlights the comprehensive role of situation and process in evaluating government communication effectiveness, contributing to the academic discourse on program evaluation.