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Summer bridge programs have historically been seen as avenues to increase diversity at predominantly white institutions. This study uses a critical discourse analysis to analyze programs' websites at highly selective institutions. Using a critical race framework, findings suggest race-evasive language on home pages provides a vague understanding of programmatic purpose, even if programs were intended to support underrepresented students. Simultaneously, the websites reproduce cultural assimilation strategies, implying dual benefits for participants and the university community.