الخلاصة:
The study aimed to address the relationship between organizational culture and the development of creativity in the content production departments of Palestinian Broadcasting Corporation (PBC), by identifying how the organizational culture affects the creativity in the content production departments in order to provide an understanding of the extent of this culture’s impact on achieving creativity in the process of creating media content presented to the public.
The study relied on explanatory research, in which the researcher used the mixed method (quantitative and qualitative) by employing the questionnaire and in-depth interviews as data collection tools. The study sample consisted of a random sample of directors and employees of the PBC working in media content production departments. The total number of the study sample was (242) employees, and (9) managers.
The study found that there is a weakness in the stimulus system for the creative processes and creators. The results showed an absence of the corporation's senior management focus on providing an organizational environment that helps and supports the psychological needs of employees. The results also showed that among the main obstacles that hinder the development of creativity in the content production departments are the Israeli occupation practices, the lack of appreciation by direct managers, and the lack of specialized training courses that contribute to employee development and capacity development.
The results revealed that among the most important needs that must be met by the content production departments to achieve creativity, is to provide equipment, devices and supplies for content production in a timely manner, and to train technical staff on equipment, at a time when the stalemate in the civil service law is the most prominent challenge facing the process of developing creativity.
The study recommends developing a clear and specific mechanism for the system of incentives and material and moral rewards, It also calls for providing specialized training courses with creative qualities, and involving employees in decision-making, which could increase the employee's motivation towards work. That could have a positive reflection on achieving goals and increasing production and thus achieving creativity.
