Transactional or transformational leadership? The speech of five rectors of Mexican universities: An approximation

Abstract

The general objective of this article is to identify and reflet on the type of leadership exercised by five university rectors women in Mexico, through the analysis of journalistic discourse, based on the paradigm of transformational / transactional leadership, the typology with a gender perspective approach proposed by Burín (traditional, transactional and innovative), part of the analysis model of journalistic discourse proposed by Gutiérrez-Vidrio and three categories of stylistic analysis proposed by Prieto-Castillo. Among the results, the categories of coincidences and specificities were highlighted. The speech of three rectors is highlighted since it is inscribed in the transformational and / or innovative model, signified by the breakdown of traditional schemes and a strong presence of three variables: inspirational, ethical and vision of the future. On the other hand, the speech of two rectors can be framed in a leadership called "transition" from the known and accepted to the current. To exercise the position of rector means, for them, a continuum of the role assigned to women from long ago: to be at the service of others. The academic environment would be the terrain where "family culture" is incorporated. However, this singularity makes it clear that none of the five, specifically the last two rectors mentioned, follow the traditional scheme yet, since the academic environment in which they operate has facets that establish the difference within the family environment itself. The theoretical model assumed for the analysis of the discourse was relevant since it helped identifying the typology of the leadership and to reflect on the traditional scheme assigned to women and explained by the approach of the gender perspective. A broader corpus and the integration of more variables would deepen the type of leadership exercised or exercised by the rectors in Mexico.