Leaders’ Communication Ethics in The Innovation Diffusion Process at School System: Investigated from Balinese Philosophy of Life

The most important element of innovation diffusion is communication. Each communication pathway has its ethics and specific social system in adopting innovations. This research aimed at analyzing the urgency of the leader’s communication ethic roles on the process of innovation diffusion in digital learning investigated from Balinese philosophy of the social life where the innovation diffusion happened. The research method used was descriptive research (cross-sectional study) with a survey as the instrument of collecting the data. The data analysis shows that the ethical roles of communication in innovation diffusion of digital learning on the school system are urgently investigated several aspects, such as: authorized party to communicate, interpersonal communication of symmetric leadership, and rewards for the environment and society through conflict interest approach and social responsibility. In a nutshell, investigated from Balinese philosophy perspective, leadership communication roles inside of the innovation diffusion on the school system are clearly shown on the reward aspect towards the environment which is conflict interest innovation diffusion approach. This writing still needs improvements in the aspect of further empirical data on the field thus can give the whole pictures related to innovations diffusion with and the potentials influencing factors in adopting innovations on one or more social systems of other schools. A R T I C L E I N F O Article history: Received September 26, 2021 Revised September 28, 2021 Accepted October 30, 2021 Available online December 25, 2021 Kata Kunci: Difusi Inovasi, Etika Berkomunikasi, Filosofi

maintaining harmony (Kusumayani, 2019;Weda et al., 2016;Yunita & Tristiantari, 2019). The essential elements of innovation diffusion, namely communication and social systems, are reflected in the existence of pawongan. The relationship between humans and humans (pawongan) emphasizes the development of emotional intelligence to create harmony within the organization (Sedana Suci et al., 2018;Sukarma, 2016).
The leader of any agency or institution, including education, greatly influences the organizational culture. It is the leader who promotes and imitates the principles and values by the vision, mission, and goals of the agency/institution/organization to the staff. Value systems and ethics have become a priority for 21st-century organizations. There are internal tasks and practices as well as external factors that organizational leaders must pay attention to. Internal tasks and practices are to harmonize the vision, mission, goals, strategies to achieve goals, and the organization's own culture. External factors provide opportunities and threats, such as following technological advances, globalization, and the threat of competition. Although the role of a leader is very complex, it is still necessary to integrate ethical practices into various organizational policies. This ethical practice is closely related to symmetrical internal communication by promoting open and transparent communication, respecting relationships with the environment and society (Grigoropoulos, 2019;Men, 2015). Based on the explanation above, an analysis of the innovation communication process, especially the role of leadership communication ethics associated with the context of the life view/philosophy of the community where the social system is located, needs to be carried out to obtain an overview of the diffusion of digital learning innovations in the school system. This study aims to analyze the urgency of the leaders' communication ethics in the diffusion of innovation in the school system at the Laboratory School of the Universitas Pendidikan Ganesha in terms of the Balinese philosophy of life.

METODE
This research is a descriptive type of cross-sectional study, that is descriptive research that involves one-time interaction with participants (Pandis, 2014;Wang & Cheng, 2020). The participants in this study were the leaders in the social system of the Laboratory School of the Ganesha University of Education. The leaders are the Chair of the Foundation, the Director and Deputy Director, as well as the Principals of the Early Childhood Education, Elementary School, Primary and High School levels. The data collection method used was a survey. The survey is presented in the format of closed-ended questions which is complemented by the format of open-ended questions for items that require further explanation (Hyman & Sierra, 2016). This survey focused on the process of diffusion of digital learning innovations from 2020-2021. The survey blueprint was listed in Table 1  b. Leaders consider the consequences that arise from communication during the process of diffusion of innovation and its sustainability for the school's social system.  The communication flow for innovation begins with the approval of the Head of the Foundation, which is forwarded to the Director and Vice Director to be further communicated to the Principal and the Principal was always the leaders at their respective levels communicating to their teaching staff. The innovation communication channels used were seminars, workshops, focus group discussions (FGD), and official school meetings. Second, leadership communication ethics. The data shows that 100% of the social system leaders of the Laboratory School of the Universitas Pendidikan Ganesha communicate an innovation ethically. The data is presented in Figure 2 below. Participants' responses regarding their interpersonal communication in conveying an innovation have referred to the policy guidelines for conveying an innovation. This is justified from their response to the open-ended question which confirms that through a guide to implementing an innovation's communication and interpersonal communication, innovation communication for staff runs effectively as evidenced by reporting on the implementation of scientific activities of the digital learning innovation diffusion program which is categorized as very good for two years (2020-2021). Third, leaders value relationships with the environment and society in the form of a conflict of interest and social responsibility approach. The data shows that all leaders (100%) of the social system of the Laboratory School of the Universitas Pendidikan Ganesha approach the potential conflicts that arise in the innovation communication process. No leader ignores the conflicts that arise. All conflicts that arise try to be resolved with the best conflict approach. The data is presented in Figure 3 below.

Figure 3 Data on the Implementation of the Innovation Communication Conflict Approach by School Leaders
The data from open-ended questions show that the leadership of the Laboratory School of Universitas Pendidikan Ganesha bases a conflict approach that has the potential to arise in the innovation communication process on the pawongan concept as a way of life/philosophy of Balinese society where the social system of the Laboratory School of Universitas Pendidikan Ganesha is located. Besides that, pawongan as part of the Tri Hita Karana philosophy is indeed a basic concept that animates the vision, mission, and goals of the school itself. Social responsibility data shows that all leaders (100%) in the social system of the Laboratory School of the Universitas Pendidikan Ganesha are responsible for the messages communicated in the innovation communication process to members of the school's social system, including the consequences that arise from the adoption or not of innovation. Figure 4 shows all the leaders of the Laboratory School of Universitas Pendidikan Ganesha considering social responsibility for all messages communicated in the innovation diffusion process.

Figure 4 Data Consideration of Social Responsibility Innovation Communication by School Leaders
Through the data collected from open-ended questions, data on aspects of social responsibility are obtained which are taken into consideration in communicating an innovation. The aspects of social responsibility referred to include: aspects of teacher competence and professionalism, aspects of facilities and infrastructure, aspects of teacher welfare, aspects of school culture.

Discussion
In general, the findings in the study indicate that communication ethics in the process of diffusion of digital learning innovations at the Laboratory School of the Universitas Pendidikan Ganesha is the main concern of leaders in communicating innovations to members of the social system, especially teachers. This is reflected in aspects of the communication strategy based on the leadership's authority, ownership of leadership interpersonal communication, respect for the environment and society in the form of a conflict approach as well as social responsibility and communication sustainability of an innovation. These three components of ethical communication practice are based on the life view/philosophy of the Balinese people which are also the cultural values of the social system of the Laboratory School of Universitas Pendidikan Ganesha. Based on the meaning of the data in the results, it can be discussed the following matters. First, the communication strategy in the diffusion of innovation is related to the communication flow that shows the authority of the leaders in communicating it. This shows that with the authority the leaders have, they can communicate innovations according to their main duties and functions ethically (Hao & Padman, 2018;Nuswowati et al., 2017;L. Sharma & Srivastava, 2020). However, there are still leaders who do not have the same views regarding the parties who have the authority to communicate innovations. In addition to the authority that represents the flow of communication, the communication strategy also appears in the innovation communication channels/containers that are used are various scientific activities, such as seminars, workshops, focus group discussions (FGD), and official school meetings. This is in line with research that shows that the diffusion of new technological innovations to be effectively used, in addition to the availability of technology, should be balanced with training/workshops/training for human resources users. On the other hand, the diffusion of digital learning innovations must also pay attention to the skills already possessed by school staff (Sailer et al., 2021;Winter et al., 2021).
Second, the ownership of interpersonal communication by the social system leaders of the Laboratory School of the Universitas Pendidikan Ganesha is very good. This can be seen in the responses of all leaders in the school's social system who stated that leaders communicate an innovation according to the policy guidelines owned by the school. Communication-based on these guidelines is not one-way communication but dynamic communication. This is consistent with research findings which state that dynamic communication can stimulate response and creativity to create a free and dynamic dialogue between professionals. In the end, efforts to create a common understanding of concepts in guiding the process of integrating technology ineffective learning will be realized (Grönlund et al., 2019;Tondeur et al., 2021). Third, the leaders of the Laboratory School of the Universitas Pendidikan Ganesha in carrying out the diffusion of digital learning innovations respect the environment and social system society through a conflict-of-interest approach in communication and also consider social responsibility from the content of the innovation message conveyed including the consequences of adopting or not adopting digital learning innovations. It is realized that each learning strategy with technological facilities has its advantages and disadvantages. School staff, especially teachers who are comfortable using a certain digital learning technology, have challenges in adopting a new diffusion of digital learning innovations. Especially if there are teachers who are antipathy to digital learning innovations, of course, they will be more challenged and have the potential to cause conflict in the diffusion process as an effort to update their skills to adopt digital learning. Therefore, the way the leaders approach the emerging conflicts is based on the values adopted by the social system and the existing school organizational culture, namely the pawongan concept as part of the Tri Hita Karana philosophy. This is in line with research findings which state that amid the proliferation of modern technology, Tri Hita Karana as the value of local wisdom of the Balinese people is unique in maintaining harmony. The more Tri Hita Karana is implemented properly, the more the work culture of the staff in the organization will improve (Gde et al., 2018;Suarniati, 2019).
The concept of pawongan in Tri Hita Karana emphasizes the harmonious relationship between humans and other humans. This harmony is manifested because of the development of the emotional intelligence of each individual involved in communication. Emotional intelligence plays an important role in managing emotions when dealing with conflicts, both with superiors and with subordinates. Likewise in the organization of the school system. Conflict can arise because of the attitudes, values, beliefs, and behavior of individuals who are controlled by emotions even though these individuals are involved in a social system that shares responsibility for realizing the goals of the social system itself. This finding is following the results of research showing that good emotional management through the development of emotional intelligence has a positive effect on resolving conflicts of interest in the process of diffusion of innovation in a social system including the school system (Awasthi & Yadav, 2016;Chen et al., 2019;Kumar et al., 2018;Sukarma, 2016). Besides the conflict-of-interest approach, another aspect of respect for the environment and society concerning the ethics of innovation diffusion communication that the leaders of the Laboratory School of the Universitas Pendidikan Ganesha consider is the social responsibility of innovation communication, including consideration of the consequences of adopting innovations or not. The social responsibilities considered by the leaders are aspects of teacher competence and professionalism, aspects of facilities and infrastructure, aspects of teacher welfare, aspects of school culture. This is in line with the research findings, especially regarding the consideration of social responsibility on the expected performance, namely aspects of teacher competence and professionalism which have implications for the adoption of technological innovations in learning which should emphasize pedagogical practices and not business aspects of innovation (Mehta et al., 2019;Teräs et al., 2020).
As initial research on the communication aspect of the diffusion of innovation, this research certainly has limitations, including it only involves one school social system, research methods, especially on new data collection techniques, using only one tool. It is necessary to involve the opinions of members of other social systems besides leaders to obtain more holistic information, for example the teachers' decision making and practice with technology integration (Ilomäki & Lakkala, 2018;Kopcha et al., 2020) and students' perception (Antee, 2021). In addition, the model to adopt innovation in school system needs to bedeveloped (Smith et al., 2018;Udemezue, 2018). The recommendation for further studies is to conduct more in-depth and comprehensive research on aspects related to the diffusion of learning innovations, especially those involving the cultural values of the school as an educational organization, on its elements of innovation, communication channels, time, and social system (Clausen et al., 2021;Howard et al., 2021). In addition, research can be carried out on several social systems with the cultural values of their respective organizations.

SIMPULAN
Based on the results of the analysis and discussion, it can be concluded as follows. The ethics of leadership communication in the process of diffusion of innovation in the school system are found in the aspects of authority and innovation communication programs, implementation of symmetrical leadership interpersonal communication, and respect for the environment and society. Judging from the Balinese philosophy of life, the ethics of leadership communication in the process of diffusion of innovation in the school system is very visible in the aspect of respect for the environment, namely the conflict of interest approach to the diffusion of innovation.