أثر الرقمنة في فعالية أداء الاتصال الحكومي (دراسة تطبيقية على الدوائر المحلية بإمارة الشارقة)
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Mohammed bin Rashid School of Government
Abstract
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The study aimed to analyze and explain the impact of digitization in its dimensions (digital capabilities, digital strategies, and human competencies) on the effectiveness of government communication performance in local departments in the Emirate of Sharjah, as digitization contributed to supporting community confidence in government agencies, raising awareness of government initiatives and policies, and enhancing government performance through Focusing on improving the communication process and raising the level of performance through the accurate transmission of information between government departments, in addition to its role in supporting government decisions, defending community values, and facilitating dialogue between community members and government institutions. The importance of the study was to enhance the awareness of officials and employees in local departments in the Emirate of Sharjah of the importance of government communication as a strategic sector as it is one of the important factors in raising the level of performance and improving productivity and methods of providing services to citizens through the use of interactive and digital means that contribute to the success of all government practices through organization, guidance, and effectiveness. Government decision-making. The study relied on the quantitative approach in answering the study’s questions and testing its hypotheses, through a questionnaire that was applied to a simple random sample consisting of (106) male and female employees working in the departments of government communication, institutional communication, public relations, and media in the local departments in the Emirate of Sharjah. To seek their opinions and estimates about the impact of digitization on the effectiveness of government communication performance, the validity and reliability of the tool and the statistical methods and treatments that were relied upon in analyzing the results were investigated, which concluded that there is a very positive and strong relationship between digitization in its dimensions and the effectiveness of government communication performance in local departments in the Emirate of Sharjah. There was a statistically significant effect at the level of (α ≥ 0.05) for the independent variable (digitization in its dimensions) on the dependent variable (effectiveness of government communication performance in local departments in the Emirate of Sharjah). The results also showed that the statistical significance in the two dimensions (digital capabilities, and human competencies) was smaller than Level (0.05 ≥ α), which means that they have an impact on the level of effectiveness of government communication performance, while the (digital strategies) dimension was excluded in light of the results of multiple regression due to its weak effect on the level of effectiveness of communication performance. Accordingly, the study recommended using and employing artificial intelligence techniques in Developing the work mechanisms of the government communication sector in order to improve customer service and develop government operations to ensure justice and transparency with the aim of providing advanced government services, enhancing communication with the public, and providing proactive services to the public.
Citation
Aldhuhoori, Aziza. (2024). The impact of digitization on the effectiveness of the performance of the government communication an applied study on government departments in the Sharjah. Master's Dissertation, Mohammed bin Rashid School of Government. Supervised by Dr Ahmed Alkhdeim