Navigating Digital Communication in Public Administration: A Cultural Perspective

• Dr. Ahmed Al-Mutairi

  Department of Public Administration, King Saud University, Saudi Arabia

  Author

• Dr. Omar Farouk

  Department of Information Systems, King Saud University, Saudi Arabia

  Author

The digital era has fundamentally reshaped communication dynamics, compelling public administrations worldwide to undergo significant transformations. This article examines the intricate interplay between the adoption of digital communication technologies and the enduring influence of administrative culture within the public sector. Drawing upon a comprehensive review of extant literature, the study reveals that while digitalization offers unparalleled opportunities for enhancing transparency, citizen engagement, and operational efficiency, its successful implementation is profoundly mediated by inherent cultural factors. Key findings indicate that traditional bureaucratic cultures, characterized by hierarchical rigidity, a preference for control, and an emphasis on formal procedures, often present significant resistance to the openness, interactivity, and speed demanded by digital communication. Conversely, administrative cultures fostering adaptability, collaboration, and a citizen-centric mindset act as crucial enablers for effective digital transformation. The article highlights the pivotal role of leadership in championing cultural shifts, the imperative for re-evaluating internal communication dynamics, and the necessity of transitioning towards more participatory public engagement models. It concludes that successful digital governance is not merely a technological upgrade but primarily a cultural revolution, demanding a holistic approach that integrates technological innovation with profound organizational and behavioral changes.

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