Contemporary communication conduit among exemplar school principals in Malaysian schools

Abstract

Digital Leadership is relatively a new field of leadership study which focuses on leveraging the technology and Internet in support of one’s leadership practice. Currently, very little is known how Malaysian school principals practice Digital Leadership particularly in support of their communication practice. Therefore, this qualitative study was undertaken with the aim of understanding Digital Leadership among principals from four High Performing Schools (HPS) in Malaysia. Semi structured interviews were employed involving four exemplar school principals as the main respondents and 12 school staff as secondary respondents to the study. Findings of the study indicate that social media have become the contemporary communication conduit among exemplar Malaysian school principals and this medium has become more prominent than face-to-face interaction. Findings have also suggested that it may have a positive relation with job performance and productivity. The aforesaid findings have meaningful implications for all school principals to better integrate social media in their communication practice within members of the schools and those outside the school, including the stakeholders.