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Name: Archana Sharma

Background: Business Operations & Export–Import Management (10+ years experience)

(Review)

I went through this preprint with interest, mainly from an operational and workflow perspective rather than a purely academic one.

The core idea—that cargo-culting practices and communication silos reinforce each other in digital media workflows—is something I find quite relatable. Even outside digital media, in structured business environments, similar patterns appear when teams rely heavily on templates, standard processes, and performance indicators without fully aligning on purpose or interpretation.

What I appreciated most is that the paper does not treat these issues as individual mistakes or lack of skill. Instead, it explains them as outcomes of how work is structured—especially how roles are separated, how data is shared, and how decisions are evaluated.

The discussion around metrics stood out to me. In many organisations, metrics become the default language for communication. They help in reporting, but at the same time, they can reduce deeper discussion. The paper captures this balance well without overstating the problem.

I also found the methodological clarity useful. The author is careful about not over-claiming results and clearly explains the exploratory nature of the research. From a practical point of view, this makes the work more trustworthy.

That said, I see a couple of areas where the paper could be strengthened:

* The concepts discussed are highly relevant beyond digital media. A slightly clearer connection to general business operations or cross-functional coordination could make the insights more widely applicable.

* While the non-prescriptive approach is understandable, a brief indication of how organisations might interpret or reflect on these findings could make it more useful for practitioners.

Overall, I see this as a well-thought-out and realistic piece of work. It reflects actual organisational behaviour rather than idealised models, which is not very common.

I would consider it a meaningful contribution, especially for those working in environments where workflows, metrics, and coordination across teams are central to daily operations.

Competing interests

The author declares that they have no competing interests.

Use of Artificial Intelligence (AI)

The author declares that they did not use generative AI to come up with new ideas for their review.