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Principals and Technology: A Case Study of the Use and Perceived Effectiveness of Technology to Communicate with Constituents

, Marshall University, United States

Marshall University . Awarded


Among the many qualities or attributes that serve as the framework for school leadership development programs, communication is repeatedly noted as being an important facet of the administrative leader's repertoire (Finch, Gregson & Faulkner, 1992;Gougeon, 1991). It is not enough for a leader to be concerned only about communicating with constituents, it is essential that the leader also considers the effectiveness of this communication (Gougeon, 1991). The consolidation of schools in West Virginia over the past forty years has placed more importance on the ability of a principal to communicate with staff, other administrators, students, parents and communities. Each consolidated school must reach a wider range of staff and a wider demographic range than the smaller one or two-room school of yesterday. The relationship of the public school to the community and the role of the school in sustaining the community has also been a concern when consolidating. The wide range of media sources today offer community members the opportunity to share information and opinions through many types of tools, or even create their own media streams to communicate with a targeted audience (Conners, 2000). The 21st century has witnessed the rapid growth of Web 2.0 tools, which are especially helpful in the three areas of transforming communications. They include: advocacy, networking, and collaboration. Networking through technology can form powerful alliances, connecting leaders and experts locally, nationally and internationally (Soulé, 2008). Valentine (1981) asserts that most principals spend approximately seventy-five percent of their days communicating with constituents. Media and technology are converging with new methods of communication. The types of communication that are emerging will rapidly change the way in which we communicate with each other (Killian, 2009). This study provides information related to the methods of communication principals use with their constituencies and their perceived effectiveness of these methods. This information can be used by those who prepare develop professional development for school leaders and develop coursework for 21st century principals in the area of communication.


Allman, B.A. Principals and Technology: A Case Study of the Use and Perceived Effectiveness of Technology to Communicate with Constituents. Ph.D. thesis, Marshall University. Retrieved March 24, 2019 from .

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