Exploring the Role of Social Media in Internal Communication Dynamics: A Qualitative Study of the Government Chemist Laboratory Authority (GCLA)

Sylvester S. Omary

Department of Mass Communication, School of Graduate Studies, St. Augustine University of Tanzania, Tanzania.

Rajendran J. Britto *

Department of Mass Communication, School of Graduate Studies, St. Augustine University of Tanzania, Tanzania.

*Author to whom correspondence should be addressed.


Abstract

In an era marked by digital transformation, this study underscores the indispensable role of social media in organizational communication, particularly within the Government Chemist Laboratory Authority (GCLA) and beyond. It advocates for organizations to recognize and leverage the vast potential of social media for internal communication, emphasizing strategic integration. Anchored in Uses and Gratifications Theory, this research employs a qualitative approach, utilizing in-depth interviews to unravel the complexities of social media's impact on communication at the GCLA. While the abstract provides a comprehensive overview, it acknowledges the study's limitations and underscores the need for a more robust quantitative approach to assess impact, enhancing its balance and guiding readers on the study's scope and limitations. The findings reveal a substantial integration of social media in the internal communication fabric, with task-oriented and relationship-oriented functionalities emerging as key drivers. This study advocates for responsible usage and clear policies to unlock the full benefits while also encouraging further exploration of the intricate relationships between social media and internal communication tailored to the unique contexts of our dynamic digital age. This structured triad ensures comprehensive exploration, revealing the interplay between social media and internal communication in the dynamic organizational milieu of the GCLA.

Keywords: Social media, internal communication, digital age, communication policies


How to Cite

Omary , Sylvester S., and Rajendran J. Britto. 2024. “Exploring the Role of Social Media in Internal Communication Dynamics: A Qualitative Study of the Government Chemist Laboratory Authority (GCLA)”. Asian Research Journal of Arts & Social Sciences 22 (7):42-52. https://doi.org/10.9734/arjass/2024/v22i7549.

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