Navigating the COVID-19 Crisis: Higher Education Institutions and the Three Shades of Social Media Communication
Anna Maria Górska
Abstract:This study analyzed the social media communication of six higher education institutions (HEIs) in Poland during the COVID-19 pandemic within the context of university social responsibility (USR). The study used a mixed-method approach, conducting both quantitative and qualitative analyses of 5547 social media posts published by HEIs on their official Facebook, Instagram, Twitter, and YouTube accounts. The analysis identified three rhetorical strategies that were used by HEIs during the pandemic: Business as Us… Show more
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