Media Professionals’ Use of Digital Applications and Its Association with the Enhancement of Their Professional Performance

Abstract

Research into the importance of digital applications in improving the working professional performance of media practitioners in media institutions is the focus of this study. A mixed-method approach was used in this research. The researcher collected quantitative data by surveying 153 media professionals. The sample was comprised of media professionals with a variety of level of experience, genders and fields. The researcher examined and used satisfaction with working professional performance, barriers to adopting digital applications and strategies to remediate barriers. Statistical testing was predominately Chi-square, T-tests, ANOVA and correlation analyses. Findings indicated significant relationships between the use of digital applications and working professional performance. This overall association was strongest for practitioners with the least amount of experience and for male practitioners. Challenges included low bandwidth access to communication technology, high costs and technology illiteracy. Suggestions for strategies included targeted training, policy improvements by the institution and development of better resources. Overall, the findings of this research illustrate the need for comprehensive strategies that provide the opportunity for technological, educational and organizational environments to enhance the potential benefits of digital applications for media practitioners.