engleski

Paradigm Shift in Management - Postmodern Leaders in a Network Society

We belong to a time witnessing a transition from the postmodern into a post-postmodern society. Innovations enabled by information-communication technology are revolutionary. This paper focuses on changing the manner of communication and appearance of owners and CEOs of companies, with particular reference to one global company and one local company. Following the well-known moto of the French philosopher and sociologist Jean-Francois Lyotard - "... let us play, let us play in peace!" - the authors of the paper start by clarifying the most significant changes brought about by information-communication technology and the paradigmatic changes in communication modes, followed by media platforms in company management and, ultimately, in the postmodern society. An analysis of managers and leaders will be done using the comparative method, as well as a synthesis of the way companies are run and managed. The resource for analysis were posts on Facebook social network i.e., Facebook profiles of three leaders and web sites of companies Virgin Group and Filaks. Research was conducted from the beginning of October up to the end of December 2015. The category for analysis was a post on the social network or a text on the web site. Also, using content analysis, the paper defines modes of communication on certain social networks. A case study is used to analyze one of the most famous leaders, Richard Branson as a sort of brand. By using these methods, the authors will show the changes the management paradigm, particularly in global companies, underwent in recent years, and how the so-called postmodern leaders operate in a network society.

communication, information-communication technologies, leader, management, manager, media platforms, postmodern society, social networks

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