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. LEADERSHIP AS AN IDENTITY CREATION IN THE NEW LEADERSHIP PARADIGM

New ways of communication open up new possibilities to understand groups, organizations and leaders. Leaders lead groups and organizations thus groups and organizations are reflections of their identity. The way people communicate in a group or organization reflects of how the members see themselves in the organization. Identity of each member is expressed by his or her self-perception, self-image, self-reputation, self-competences thus is not only recognized by others, but each member recognizes the others’ too. As the dynamic context of reality leads to one or another type of interrelations as well as it inevitably impacts leadership practices at organization therefore research of reciprocity between leaders and other members at organizations is very important and timely. It is significant to research how people communicate to develop and maintain certain reciprocity and exactly how much, observing their interaction, could be possible to describe the environment and the people themselves. The research findings indicate that new paradigm leadership should be perceived as dynamic process resulting from interaction of people within organization and is clearly dependent on the context, and even more – on each participant identity expressed by self-competencies and on people’s relations.