The Management of Non-Governmental Organization (NGO) Films: Leadership Communication Style and Its Impact on Members

The purpose of this paper is to discuss leadership communication style among a few non governmental organization (NGO) of films in Malaysia and its impact on their members. Five film associations that are actively promoting the aspiration of film industry in Malaysia, namely Actors’ Association of Malaysia (SENIMAN), Film Producers’ Association of Malaysia (PFM), Association of Malaysian Films’ Employees (PPFM), Screen Writers’ Association of Malaysia (SWAM) and Film Directors’ Association of Malaysia (FDAM) are selected as the subjects of this study. Field research that involves interview, observation and questionaires are employed as the study approach. All the NGO top leaders are interviewed to seek information. Direct observation is also conducted to obtain relevant information. Meanwhile, questionnaires are distributed among members to elicit immediate responses to this study. The communication style proposed by Norton (1983) is adopted to explore the NGO film leaders’ communication style and its impact on their members. Findings of the study show that leaders of the NGO film associations are inclined toward attentive and open styles in communicating with their members. Such communication styles are influenced by diversed background of members and specific situations.