Mapping and Extending the Landscape: A TCCM Framework and Qualitative Agenda for Government Communication Research

This study examines government communication practices targeting marginalised communities in Jharkhand, India, through a hybrid research design that combines a structured literature review with qualitative inquiry. Using the theory, context, characteristics and methodology (TCCM) framework, the study systematically maps the existing literature, identifying conceptual and contextual gaps that guide the subsequent qualitative investigation. The findings show that while previous research has mainly focused on top-down messaging strategies, the lived experiences of marginalised groups reveal significant shortcomings in cultural resonance, linguistic accessibility and participatory feedback mechanisms. By emphasising intersectional and context-specific factors, this research advances public and strategic communication theories while reinforcing their core principles. Ultimately, the study offers a pathway for future research to engage with overlooked contexts and populations, advocating for grounded, participatory models of government communication that address the diverse needs of marginalised publics.