Abstract:
Worldwide, WhatsApp has emerged as one of the most widely used instant messaging platforms, gaining significant popularity among users, ordinary citizens, and professionals alike for its convenience and efficiency in interpersonal communication. This is particularly important in the South African context, where the digital divide remains significant, and internet access remains limited for many in rural areas. However, previous studies show limited research into how WhatsApp can be integrated and utilised as a tool to enhance internal communication within public broadcasting institutions in the South African context. To address this lacuna, this study explored the extent to which WhatsApp is integrated and utilised as a tool to enhance internal communication at SABC radio stations, such as Thobela FM. The study used a qualitative research approach to gather data through semi-structured interviews with open-ended questions with 20 purposively selected staff members from various Thobela FM departments, including marketing, programming, music, and the library unit. The data collected were analysed using thematic analysis. In addition, this study is grounded in the Uses and Gratifications and the Communication Accommodation Theories, which are employed to examine how employees adjust their communication styles and behaviours through WhatsApp to enhance communication and fulfil their organisational needs. The study findings established that employees at Thobela FM use WhatsApp Messenger extensively for internal communication, improving teamwork, collaboration, and knowledge sharing, while also presenting challenges related to data privacy, information overload, and blurred work–life boundaries. The study further provides recommendations on how broadcasting institutions could optimise the use of WhatsApp as a communication tool by considering key factors such as clear guidelines, structured conversations, and strategic use of WhatsApp features and integrations.
