Organizational Loyalty of the Communicator in the Emirati Media Institutions - Survey Study

 
Abstract:
The study aimed to identify the level of affective, continuance and normative organizational loyalty of the communicator in the Emirati media institutions and identify the measurement conditions that lead to achieving each element of organizational loyalty. The researcher used the descriptive survey method and the questionnaire tool to collect information. The study found that the communicator in media institutions enjoys a high degree of emotional organizational loyalty, represented by a sense of belonging, pride, and internal connection to the institution. The communicator in the media institutions enjoys a high degree of continuous organizational loyalty, represented by encouraging his colleagues to participate in courses to gain experience, following up on the problems facing the institution, and a salary that achieves his personal ambitions. The study also proved that the communicator in media organizations has a high degree of normative organizational loyalty, which is represented by making an effort to make the organization successful, feeling that the organization’s problems are his problems, and caring about a better future for the organization.
On the other hand, the study proved the existence of statistically significant differences between those in charge of communication in media institutions in terms of the degree of organizational loyalty according to demographic variables (gender, age, educational level, years of experience, marital status). The study recommended that media institutions work to raise the continuance organizational loyalty in making the communicator prefer to stay in his institution, even if he has a job elsewhere with better salary and benefits.