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Impact Of Media Culture On Influence, Tenure, And Professional Aspirations Of The School Superintendent, Judy Beaton
Impact Of Media Culture On Influence, Tenure, And Professional Aspirations Of The School Superintendent, Judy Beaton
Culminating Projects in Education Administration and Leadership
Abstract
School superintendents in the 21st century face a prolific media culture with widespread and easy public access to information. The internet allows instantaneous dissemination of information and news about educational issues (Kowalski, 2005). Because community members, staff, parents and students can quickly communicate using the internet and cell phones, modern day superintendents need to be adept in dealing with both internal and external communication (Kowalski, McCord, Peterson, Young & Ellerson, 2011). Internal stakeholder groups include school staff, parents and students. These communications also arise and originate from external stakeholder groups which include the information and social media networks, …