Influence of digital communication on the organizational culture of preparatory school number 33, Autonomous University of Guerrero

Abstract

The research paper titled "Influence of Digital Communication on the Organizational Culture of Preparatory School Number 33 at the Autonomous University of Guerrero" aimed to evaluate internal communication channels at Preparatory School Number 33, with the goal of constructing digital alternatives that would significantly impact the strengthening of the institution's organizational culture.

In line with the above, this research was conducted using a qualitative approach, employing data collection techniques such as observation to contextualize the school environment and communication

channels between students and teachers. Additionally, interviews were conducted with the school director and teachers to gain detailed insights into the processes, flow, and implemented communication channels.

Furthermore, interviews were carried out with students, revealing in the category of internal communication analysis that information received on academic topics comes from teachers and tutor groups at 39.4%, directors at 36.2%, classmates at 20.2%, and through comments or rumors at 4.1%. This allowed for various interpretations, with one of the most relevant findings being the determination of information flow, consisting of official announcements and verbal communication, as the main means for transmitting reports. In this context, the implementation of digital tools for effective message transmission and the establishment of accessible communication that contributes to the development of organizational culture within the institution can be achieved through technological channels.