Administrative Culture and Digital Communication: Challenges and Perspectives in The Digital Age

• Dr. Michael J. Thompson

  Department of Political Science and Public Policy, University of Cambridge, United Kingdom

  Author

• Prof. Joon-Soo Park

  Department of Computer Science and Engineering, Seoul National University, South Korea

  Author

The digital revolution has profoundly reshaped communication paradigms, critically influencing public administrations worldwide. This article delves into the complex interplay between traditional administrative cultures and the imperative of digital transformation within public services, particularly in the Moroccan context. It analyzes how long-standing bureaucratic norms, characterized by formalism, hierarchy, and control, interact with the demands for speed, transparency, and interactivity brought about by digital tools. Drawing on a comprehensive review of scientific literature, institutional reports, and legal frameworks, the study examines the evolution of both public and internal communication practices. It highlights that while digital technologies offer unprecedented opportunities for enhanced service delivery, citizen participation, and internal efficiency, their full potential is often hampered by deeply ingrained cultural resistances, including a lack of digital skills and a preference for traditional, paper-based processes. The article discusses the challenges posed by these cultural barriers and the opportunities for fostering an agile, citizen-oriented administrative culture that embraces innovation and transparency. It concludes by emphasizing that successful digital communication in public administration necessitates a holistic approach, integrating technological advancements with fundamental shifts in mindsets, leadership, and operational practices. This transformation is crucial for building stronger public trust and ensuring governmental relevance in the evolving digital landscape.

Books:

Mabillard, V., & Villeneuve, J.-P. (2023). La transparence dans l'espace numérique: Principes, développements, enjeux. PUQ.

Nicole, d’A., & Thierry, L. (2002). La communication interne de l’entreprise (3rd ed.). Dunod.

Periodicals and journal articles:

Binkkour M. et El Abidi A. (n.d.). La culture organisationnelle et l’innovation: cas des innovations managériales dans les PME familiales de la région d’Agadir. Revue Internationale des Sciences de Gestion, 4(2), 276-297.

Adrdour, M. (2020). La communication publique et la communication numérique: L’expérience marocaine du Centre Régional d’Investissement de la région Souss Massa. Organisation et Territoires, 5.

Alla, A. A., & Rajâa, O. (2022). L’influence de la Culture Nationale et Organisationnelle sur le Leadership et sur les Pratiques de la Gestion des Ressources Humaines: Analyse de la Littérature Managériale. Revue Française d’Economie et de Gestion, 3(2).

Bessières, D. (2009). La définition de la communication publique: Des enjeux disciplinaires aux changements de paradigmes organisationnels. Communication et organisation. Revue scientifique francophone en Communication organisationnelle, 35.

EL KORRI, M. (2016). Diagnostic de la communication interne au sein d’une organisation marocaine. International journal of innovation and scientific research, 27(1), 130-142.

KRA, K. R. (2014). La communication publique dans les administrations publiques ivoiriennes: etat des lieux. Communication en Question, 66-67.

Mouadili, M. (2024). L’influence culturelle sur les choix managériaux des entreprises: une étude comparative usa vs japon. Public & nonprofit management review, 7(1).

Rajaa, O., & Ghazlani, M. E. (2023). Pratiques RH, Culture Organisationnelle et Comportements des salariés : Revue de littérature empirique. International Journal of Accounting, Finance, Auditing, Management and Economics, 4(4-1).

Reports, working papers, conference proceedings:

Bolap, H.-P. (1990). Une approche ethnométhodologique de la communication organisationnelle: La communication entre l’administration publique camerounaise et ses usagers.

Crozier, M. (1962). Administration et bureaucratie: Le problème des moyens organisationnels du développement.

Fourtier, F., & Apostolidis, T. (2020, July). Culture organisationnelle et rapports inter-individuels en société. 13e congrès de l’Association pour la Diffusion et la Recherche Internationale en Psychologie Sociale (ADRIPS).

Legal texts:

Dahir n°1.11.91 of 29 July 2011 promulgating the text of the Constitution.

Dahir n°1.18.15 of 5 joumada II 1439 (22 February 2018) promulgating law n° 31.13 relating to the right of access to information.

Dahir n° 1-21-58 of 3 hija 1442 (14 July 2021) promulgating law n° 54-19 on the public services charter.

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