Visualizing World-Class Education: Analyzing the Visual Representations of Chinese Universities on X/Twitter (Poster 8)

• In Event: AERA Poster Session Wednesday 10:50 a.m.
  In Poster Session: Advancing Mindful Anti-Oppression, Youth Engagement, and Visual Identity in Higher Education and Beyond

Abstract

This study examines how top Chinese universities use visual content on X/Twitter to construct their identities as world-class institutions. By analyzing tweets from leading universities, the research identifies key strategies such as the use of low-angle shots to convey grandeur, balanced emphasis on foreground and background elements to highlight academic and architectural excellence, and strategic lighting to evoke a welcoming atmosphere. The representation is predominantly male for faculty and leadership, while researchers are shown as scientists in labs. Female students are more visible in academic contexts, whereas male students dominate athletic representations. This visual branding not only enhances their global reputation but also engages diverse audiences, showcasing their commitment to academic excellence and cultural heritage.

Author

• Zhenyang Xu, Michigan State University