Leadership Behavior in the Media: Situational Approach

The article highlights the peculiarities of the behavior of media leaders. Currently, the study of the behavior of leaders in various situations is becoming relevant due to the processes of digital transformation and convergence. Multiplatformity has emerged and new business models have emerged for the media industry. In this regard, the number of tasks that leaders are involved in has increased. Also, the study of the behavior of leaders is being updated by changing professional roles in the media sphere and increasing the number of employees. As a result, media executives are more likely to have conflicts and stressful situations. The article identifies new situational factors associated with changes in the managerial activities of managers in the media. These include: the occurrence of conflict or stressful situations; loss of interest in work; stability in work processes; the need to implement one's own creative idea. It was revealed that the patterns of behavior characteristic of the media industry are rarely noted by medialeaders, which indicates the professionalization of media management. When conflict situations arise, they prefer to negotiate and rarely use extreme measures, when stressed, they relax, spend time with loved ones and turn to specialists in helping professions. If it is necessary to realize their creative idea, managers make a specific plan and seek help from colleagues. There is also an appeal to media business practices in the responses of respondents. When managers lose interest, they launch new projects and directions in media enterprises, in a stable working environment – they work to promote their organization and its brand.