Organisational identification and job autonomy as mediators on the relationship between internal communication and employee engagement in media organisations

Employee engagement depends upon the communication environment and the support they receive from their management, supervisors, and co-workers. Literature has proven that the internal communication environment develops greater perceptions of support, strong identification, and independence, leading employees to be progressively engaged in accomplishing the organisation's goals. Despite numerous studies demonstrating the linkages between internal communication, organizational identification, and job autonomy as crucial factors affecting employee engagement, limited empirical research has investigated their interdependent relationship. The relationship needs further explanation because the organisations' concern for employees' thoughts and suggestions and listening to them significantly impacts how they feel about the organisation and contribute their best in return. Therefore, this study aimed to examine the significant relationship between internal communication characteristics (i.e. symmetrical communication, transparency, and consistency) and employee engagement with the mediating effects of organisational identification and job autonomy. In particular, a conceptual framework that integrated internal communication characteristics with organisational identification, job autonomy, and employee engagement was proposed. This study focused on internal communication in media organisations due to the need for more knowledge in the research area of internal communication concerning employee engagement in the media organisation’s context. This study used the quantitative approach, based on a stratified random sampling technique, and engaged 263 respondents in print, broadcast, and digital media companies in Klang Valley and media outlets in state cities. This study expanded Karanges et al.’s model based on the integration theories of Social Exchange, Human Resources Theory Y, Social Identity, and Self-Determination. Methodologically, this study contributes to the literature by expanding the usage of PLS-SEM analysis in the social sciences discipline, specifically in the internal communication field. PLS-SEM was used to examine the relationship between these constructs according to five hypotheses. The results revealed that out of the three characteristics, only symmetrical and consistent communication are related to employee engagement, while organisational identification is the only mediator that significantly influences the impact of internal communication on employee engagement. Interestingly, this study demonstrated that the insignificant results of transparent communication and job autonomy are essential for improving a journalistic working environment in media organisations. Moreover, in terms of practical contribution, this study’s conceptual model can be helpful to editors and media leaders formulate strategies to communicate effectively with subordinates and build up a wellengaged workforce that provides a comparative advantage. Regarding policy implications, the model could help owners of media organisations embrace transparency, generate trust, and increase subordinates’ satisfaction with autonomy, which, in return, fosters their engagement with work and organizations. Last but not least, the government's policymakers may refer to the input of media autonomy from this study to support establishing the Media Council, which will act as a transparent and independent self-regulatory body for the industry in ensuring responsibility and inclusive news reporting.

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