Political communication and the major advantages of SFM’s (Systemic Foresight Methodology) application

Abstract

Foresight is an integral part of any organization that aim to maintain its resilience and long-term viability. It equips specialists with methodological tools to navigate uncertainty and design adaptive strategies. This study examines the application of the Systemic Foresight Methodology (SFM) within the field of political communication, integrating it into a broader research context that enables political organizations to achieve their communication goals. It reveals how SFM contributes to the development, coordination, and legitimization of political communication strategies in complex environments. Although SFM has been predominantly applied in political and policy domains and not in communication structures, its comprehensive analysis and qualitative characteristics offer a novel trajectory for political communication research and practice. By adapting foresight principles and incorporating perspectives and functions of multiple stakeholders, SFM empowers communicators to formulate effective, future-oriented strategies. The study links the phases of SFM to the core tasks of political communication and derives a set of implementable process steps. It enhances the strategic value of political communication, reinforcing the sustainability and resilience of communication units and increasing the likelihood of achieving meaningful and durable outcomes.