Neue Governance und die Öffentlichkeit der Hochschulen

Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication

“…First, these findings align well with those of other studies (Fürst et al, 2022a;Marcinkowski et al, 2013) reporting on the diversification of HEI communication, including the use of more social media channels. Our data also clearly demonstrate that most HEIs are active on multiple social media channels.…”

Beyond the News Media Logic? Analyzing the Social Media Orientation of University Leadership

“…This "transformation of universities into organizational actors, which are able to act strategically and position themselves with regard to their competitors" (Krücken and Meier 2006, 242) also impacts HEI communication efforts. University management has increasingly interpreted external communication as an important leadership issue and has centralized and strongly influenced the objectives, strategies, and resources of this communication (Friedrichsmeier and Fürst 2012;Marcinkowski et al 2013;Elken et al 2018;Schwetje et al 2020;Ferris and Waldron 2021). This study contributes to the emerging scholarship on digitalization in higher education (Scott 2015, 71;Tratschin 2021) in several ways: While a few studies have examined the perspective of university leadership on communication in general (Engwall 2008;Friedrichsmeier and Fürst 2012;Marcinkowski et al 2013;Scheu and Olesk 2018;Ferris and Waldron 2021), there is a lack of analyses on university leadership's views on social media.…”

“…University management has increasingly interpreted external communication as an important leadership issue and has centralized and strongly influenced the objectives, strategies, and resources of this communication (Friedrichsmeier and Fürst 2012;Marcinkowski et al 2013;Elken et al 2018;Schwetje et al 2020;Ferris and Waldron 2021). This study contributes to the emerging scholarship on digitalization in higher education (Scott 2015, 71;Tratschin 2021) in several ways: While a few studies have examined the perspective of university leadership on communication in general (Engwall 2008;Friedrichsmeier and Fürst 2012;Marcinkowski et al 2013;Scheu and Olesk 2018;Ferris and Waldron 2021), there is a lack of analyses on university leadership's views on social media. Drawing on mediatization studies, this paper develops a concept of the social media orientation of university leaders and relates it to their orientation toward news media.…”

“…Drawing on mediatization studies in communication research and sociology (Donges 2008;Peters et al 2008;Raupp 2009;Weingart 2012;Marcinkowski et al 2013;Pallas et al 2016;Scheu and Olesk 2018;Scheu 2019), this paper develops a concept of the social media orientation of HEI leadership. Mediatization research, firstly, considers media as instruments used by organizational actors to observe their environment, including competitors, in terms of what is expected from organizations within their field and others' perception of their organization.…”

“…The specific rules or logics of media influence how organizations are represented, how organizational actors perceive changes in and expectations of their organizational environment, and how organizational actors adapt to these rules and expectations. So far, the mediatization of organizations has been analyzed mainly with respect to news media and the logic of journalistic news selection and presentation (see, e. g., Donges 2008;Raupp 2009;Marcinkowski et al 2013;Esser and Strömbäck 2014;Pallas et al 2016;Scheu and Olesk 2018;Scheu 2019). However, social media also come with specific logics of content creation, distribution, and usage.…”