Semiotics, Visualization and Virtualization
– DOI 10.55206/KDEW3097
Iliya Lindov
Sofia University “St. Kliment Ohridski”
Email: iliya@lindov.com
Abstract: The study examines the impact of digitalization on leadership styles and communication within virtual teams. It focuses on international telecommunications and financial technology companies. Data collected from twelve teams with 96 respondents across three companies indicate significant shifts in leadership dynamics, particularly due to the limitations of nonverbal communication in remote settings. Results show that digital environments demand a more formalized and task-oriented approach to communication, diminishing the potential for emotional connection and trust-building, typically achieved through face-to-face interactions. Leaders are now perceived less as charismatic figures and more as effective organizers and decision-makers who rely on clear and concise communication. Additionally, the findings reveal that successful digital leaders often employ tools like video calls and emojis to partially restore nonverbal cues, aiming to maintain team cohesion and engagement. This study highlights the evolving nature of leadership in the digital era, emphasizing the need for new strategies to bridge the gap created by reduced interpersonal interactions.
Keywords: digital leadership, digital communication, digitalization, leadership styles, nonverbal communication, virtual teams
Rhetoric and Communications Journal, issue 62, January 2025