The plurivocal university: Typologizing the diverse voices of a research university on social media

Abstract

Science communication has diversified in the wake of the digital transformation of communication and media ecosystems. Social media enable universities, but also academics and institutions affiliated with them, to expand their communication. This leads to increasing plurivocality of universities, yet the many different voices remain largely unexplored. This study develops a typology to conceptually distinguish eight voices by their representational role, hierarchical embeddedness, type, and affiliation. Based on a quantitative content Show more