Exploring the Digital Communication Strategies of a School Principal in School Management
DOI:
https://doi.org/10.61806/al-tatawur.v4i1.111Keywords:
Communication Strategies, Digital Communication, Digital Competence, Educational Management, School LeadershipAbstract
The rapid development of digital technology has significantly transformed communication practices in educational settings, particularly in school leadership. This study aims to examine how a school principal utilizes digital communication in managing school activities, focusing on the types of media used, communication strategies, and challenges encountered. A descriptive qualitative approach with a case study design was employed to provide an in-depth understanding of the phenomenon. Data were collected through in-depth interviews, observation, and documentation involving a school principal as the main participant. The findings reveal that the principal employs multiple digital communication platforms, including WhatsApp, Facebook, and Instagram, to support both internal and external communication. WhatsApp is primarily used for communication with teachers and parents, while Facebook and Instagram function as channels for disseminating information to the broader community. In terms of communication strategies, the principal emphasizes clarity, conciseness, and appropriate timing, as well as encourages two-way communication to ensure message comprehension. Despite these advantages, several challenges were identified, including limited internet access, delayed responses from staff, varying levels of digital competence, miscommunication due to technical issues, and information overload. To address these issues, the principal adopts adaptive strategies such as simplifying messages, prioritizing essential information, and supporting teachers in improving their digital skills. This study highlights that while digital communication enhances efficiency and accessibility in school management, it also requires strategic implementation to overcome emerging challenges. The findings contribute to a better understanding of digital communication practices in school leadership and offer practical insights for improving communication effectiveness in educational contexts.
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