رابطه بین سواد تکنولوژیکی و فرهنگ سازمانی با متغیر میانجی سواد رسانه‌ای در بین کارکنان شهرداری اصفهان

The present study aimed to investigate the relationship between technological literacy and organizational culture mediated by media literacy among the employees of Isfahan Municipality. The study was an applied one in terms of goals and implemented a descriptive-correlational methodology. The population of the study consisted of all employees in the central office of Isfahan Municipality (N=250). Using Cochran’s formula, 151 employees were selected as the sample of the study based on the convenience sampling technique. The data were collected using three questionnaires, including the Technological Literacy Scale by Radovan and Katz (2010), Hofstede’s Model of Organizational Culture, and Falsafi’s Media Literacy Questionnaire (2014). The reliability of the questionnaires was investigated and corroborated using Cronbach’s Alpha coefficient. Moreover, the convergent validity of the instruments was investigated using the average variance extracted (AVE) index. The data were analyzed using structural equation modeling and path analysis in SmartPLS. Moreover, the relationships between the variables were investigated using Pearson’s correlation test in SPSS. The findings of the study showed that media literacy had no mediatory role in the relationship between technological literacy and organizational culture, and only the direct relationship between technological literacy and organizational culture was confirmed. It was shown that there was a significant relationship between technological literacy and organizational culture, between technological literacy and media literacy, and between organizational culture and media literacy among the employees of Isfahan Municipality. Consequently, it can be concluded that higher levels of technological and media literacy will result in convenient organizational culture.