Utilisation of digital media literacies to promote internal communication at the national planning authority during the COVID-19 pandemic lockdown

Abstract

This study examined the utilisation of digital media literacies to promote internal communication at the National Planning Authority (NPA) during the COVID-19 pandemic lockdown in Uganda. The pandemic led to a quick and sudden shift from physical work-related operations to virtual (digital/online) interactions, presenting significant challenges to Institutions’ internal communications systems. The NPA’s ability to adapt and maintain internal communication during the COVID-19 crisis is a key example of how public sector organisations can remain strong in the digital age. This study focused on three objectives: (1) to establish the digital literacies that NPA staff possessed during the lockdown, (2) to explore the utilisation of the digital literacies possessed by NPA staff to facilitate internal communication during the lockdown and (3) to identify any challenges of using digital literacies to promote internal communications during virtual work operations. To investigate how institutional structures and individual competencies affected communication during the crisis, the study used the Knowledge Gap Theory and Organizational Communication Theory. The study used a mixed-methods sequential explanatory research design; first phase, used structured questionnaire that was administered to 90 participants using stratified random sampling and 72 staff members returned completed the questionnaires. This provided quantitative insights into access, proficiency, and patterns of use of digital tools. In the second phase, qualitative data was gathered through in-depth interviews with five purposively selected key informants, including managers and technical staff, resulting in a total of 77 participants. Quantitative data were analysed using SPSS, while thematic analysis was applied to the qualitative data. Findings revealed significant disparities in digital media literacy across age groups, departments, and gender. Younger workers were more proficient at using digital tools compared to their older colleagues. Smartphones were the most commonly used communication tool due to their portability and ease of access. However, challenges such as unreliable internet connectivity, limited institutional support, device shortages, and self-management difficulties among remote workers were noted. Support staff were disproportionately excluded from institutional communication systems. The study recommends targeted digital literacy training, inclusive ICT policy frameworks, and equitable access to digital resources to bridge existing gaps. Strengthening digital competencies across all staff categories is essential for enhancing institutional resilience and ensuring effective governance in times of crisis.