Culture of Digital Communication and Its Reflection on Performance of Staff Member of Universities.

Abstract

Institutional communication aims to provide the necessary information for the continuity and success of the enterprise, and this depends on the ability of the enterprise to find effective communication methods that allow easy flow of information between the members of the enterprise and to adopt a meaningful communication culture that enables individuals to know what is happening within the domain of the enterprise, which is reflected in their communication behavior with each other.  and their behavior towards in the institution.

Perhaps the digital communication culture nowadays, and the information revolution, has made many institutions adopt the digital transformation system in communicating and interacting with their members as belief in facilitating of the work.

Based on that, this study presents a measure of the prevalent digital communication culture among faculty members at the University of Benghazi and its connection with the development of their functional skills such as improving of performance, also the improving  of access to information, as well as  adoption of applications, by using the computers, Such as use of e-mail, touch screen, and use of devices and applications produced by the Internet in order to access information, managing and sharing it in a useful way, and possessing the sources of knowledge necessary for teaching and learning and the ability to work in institution.