Digital skills as a vehicle for university organizational culture

Abstract

The constant digitalization of society and therefore of organizations has meant a redefinition of communication processes. These changes have eagerly penetrated the management of internal communication, causing the redefinition of the vehiculization of organizational culture. In a changing environment, the management of organizations means implementing new communication strategies that combine globalization and new technologies (Wichels, 2014). In this line, we have analyzed the value of the use of digital competencies as an element of translation of the organizational culture in the university environment. The study was carried out based on the case study method taking four public and private universities belonging to Spain and Mexico under the premise of convenience. They have been analyzed in the case of Spain: the University of Malaga and ESERP Business & Law School; and in Mexico the Autonomous University of Tamaulipas and the University of the Valley of Mexico. To contrast the penetration of organizational culture symmetrically in the public and private university model in the Latin American landscape. The study techniques used have been based on direct non-participant observation, application of internal public surveys (employees), conducting in-depth interviews with those responsible for communicative management, and analysis of digital resources used in internal communication. As an advance of results, you can see the application of two different models with clear continental influences. The instrumentalization of the organizational culture in the universities studied is focused differently depending on their public or private origin, being more effective in their penetration and therefore, in their identification in the case of private entities. The challenge of organizational culture in the university field lies in the need to increase identity value through a real and collective ideology that is lived and embodied in everyday management.