Gender differences in leaders’ crisis communication: a sentiment-based analysis of German higher education leaderships’ online posts

Author(s)

Angelos Angelakis, Petra Inwinkl, Adele Berndt, Selcen Öztürkcan, Anna Zelenajova, Veronika Rozkopal

Abstract

This study examined the communication styles of rectors and vice-rectors of German public universities during the COVID-19 pandemic to explore the influence of gender on leadership communication. We collected data from social media and university websites; and analysed the language used to identify transformational, transactional, and servant leadership styles. Our results showed that female leaders demonstrated more positive communication than men and a stronger preference for transformational leadership, while male leaders tended to use a transactional style. Additionally, we found that both male and female leaders exhibited a high degree of empathetic concern for their stakeholders, contributing to the overall positive tone of communication. These findings suggest that gender may play a role in how university leaders communicate during times of crisis, highlighting the importance of inclusive and compassionate leadership in higher education.

Organisation(s)

Department of Accounting, Innovation and Strategy

External organisation(s)

Jönköping University, University of Pretoria, Linnaeus University, Sabanci University, University of Vienna

Journal

Studies in Higher Education

Volume

49

Pages

609-622

No. of pages

14

ISSN

0307-5079

DOI

https://doi.org/10.1080/03075079.2023.2246505

Publication date

08-2023

Peer reviewed

Yes

Austrian Fields of Science 2012

502052 Business administration

Keywords

ASJC Scopus subject areas

Education

Portal url

https://ucrisportal.univie.ac.at/en/publications/eeaf688f-bcad-46e4-9456-e0b618e97a78