文章基本信息

标题：Hochschulen zwischen Social Media-Spezialisten und Online-Verweigerern. Eine Analyse der Online-Kommunikation promotionsberechtigter Hochschulen in Deutschland, Österreich und der Schweiz
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作者：Julia Metag ; Mike S. Schäfer
期刊名称：Studies in Communication, Media
电子版ISSN：2192-4007
出版年度：2017
卷号：6
期号：2
页码：160-195
DOI：10.5771/2192-4007-2017-2-160
出版社：Nomos Verlagsgesellschaft mbH & Co. KG
摘要：Universities have undergone a phase of intensive change over the past years. Among other things; the pressure to publicly legitimize their existence and actions has increased. A possible reaction to this development is public communication. Online communication does not only offer universities the possibility to address journalistic mass media but also to set their own agenda and communicate it directly. We therefore investigate the online communication of 190 universities in Germany; Austria; and Switzerland in 2014. Based on a standardized content analysis; we analyze the universities’ websites; facebook; and twitter accounts. With regard to the main dimensions of our analysis - communication about their own issues; addressing the media; hypertextuality; multimodality; and interactivity - we identify five types of universities through cluster analysis: Social media specialists; All-rounders; Holdouts; Traditionalists; and the Mainstream. The Social Media Specialists and the All-rounders use the various possibilities of online communication intensively and communicate frequently about their own issues. Holdouts use online communication only reluctantly. In addition; the different types of universities vary regarding their structural characteristics; namely larger universities with many students engaging more strongly in online communication and promoting themselves more frequently.
关键词：Hochschulkommunikation; Online-Kommunikation; Inhaltsanalyse; strategische Kommunikation