What are we selling? A Content Analysis of Virtual Communication to Prospective Students

• In Event: AERA Roundtable Session Wednesday 1:45 pm - Gold 1
  In Roundtable Session: Virtual Communication in Higher Education

Abstract

This study examines how the top 50 ranked universities in the 2025 U.S. News and World Report communicate with prospective students. Through a content analysis, we analyzed the messages, language, and symbols communicated in virtual campus tours—identified through university undergraduate admissions offices—and in Instagram posts from each university’s main and admissions accounts (when available) during September and October 2024. Initial findings show universities use myths and rituals as well as idealized views in their communications in these mediums. Analysis is ongoing to identify additional themes and potential contradictions between each university’s virtual campus tour and social media posts.

Authors

• Emily A. Short, Southern Methodist University

• Michael S. Harris, Southern Methodist University