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ARTICLE
Administrative Culture and Digital Communication: Challenges and Perspectives in The Digital Age
Issue Vol. 1 No. 01 (2024): Volume 01 Issue 01 --- Section Articles --- Published Date: 2024-12-04
Abstract
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.
Keywords
References
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.
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