JOAMS 2025 Vol.13(2): 55-64
doi: 10.18178/joams.13.2.55-64
doi: 10.18178/joams.13.2.55-64
Bridging Traditional and Digital Communication in the Age of Uncertainty: Reconsidering Organizational Communication Strategies Through the Lens of Ambiguity Management
Iskander Zouaghi 1,* Meriem Ferroudji 2, and Rédha Benredjem3
1. Department of Industrial Engineering, Ecole Nationale Polytechnique, Algiers, Algeria
2. Faculty of Economic, Commercial and Management Sciences, Batna University, Batna, Algeria
3. IDRAC Business School, Grenoble, France
Email: iskander.zouaghi@g.enp.edu.dz (I.Z.); meriem.z.ferroudji@gmail.com (M.F.); redha.benredjem@competences-developpement.fr (R.B.)
*Corresponding author
2. Faculty of Economic, Commercial and Management Sciences, Batna University, Batna, Algeria
3. IDRAC Business School, Grenoble, France
Email: iskander.zouaghi@g.enp.edu.dz (I.Z.); meriem.z.ferroudji@gmail.com (M.F.); redha.benredjem@competences-developpement.fr (R.B.)
*Corresponding author
Manuscript received August 21 2025; accepted September 18 2025; published September 30, 2025.
Abstract—Effective internal communication is critical for the success of organizations managing large-scale and strategically important projects. This study investigates communication practices within a major national public-sector enterprise responsible for overseeing complex construction and infrastructure initiatives. An on-site empirical survey was conducted, combining structured questionnaires and manual content analysis to evaluate eight key communication tools across three dimensions: usage frequency, organizational training and support, and perceived ambiguity. Thirty-one valid responses were collected. The results reveal that face-to-face communication and group meetings are perceived as the most effective tools for reducing ambiguity and facilitating decision-making, while asynchronous methods such as email and circular messages are associated with higher levels of confusion and inadequate support. To operationalize these findings, the study introduces the Organizational Communication Ambiguity Index (OCAI), a practical performance indicator that allows managers to compare tools, diagnose weaknesses, and guide strategic improvements. By offering actionable insights and a clear diagnostic framework, this research bridges the gap between theory and practice, providing value for both scholars and practitioners seeking to enhance communication in complex organizational settings.
Keywords—organizational communication, ambiguity, hybrid communication, digital tools, media richness theory, workplace uncertainty, communication strategy
Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License (CC-BY-4.0), which permits use, distribution and reproduction in any medium, provided that the article is properly cited, the use is non-commercial and no modifications or adaptations are made.
