<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Building on scholarship on the mediatization of organizations, we propose a conception of the social media orientation of organizational leaders and apply it to higher education. Based on an online survey of 276 leaders of Swiss higher education institutions, we show that social media platforms have made their way into university management and communication but are still not as important as news media. The study discusses differences between university types and uses the literature on new public management to derive influencing factors.</p>
</abstract>

Building on scholarship on the mediatization of organizations, we propose a conception of the social media orientation of organizational leaders and apply it to higher education. Based on an online survey of 276 leaders of Swiss higher education institutions, we show that social media platforms have made their way into university management and communication but are still not as important as news media. The study discusses differences between university types and uses the literature on new public management to derive influencing factors.

Beyond the News Media Logic? Analyzing the Social Media Orientation of University Leadership

Department of Communication and Media Research – IKMZ

Swiss Journal of Sociology

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Building on scholarship on the mediatization of organizations, we propose a conception of the social media orientation of organizational leaders and apply it...

Beyond the News Media Logic? Analyzing the Social Media Orientation of University Leadership

Published Online: Oct 31, 2023

Page range: 567 - 588

DOI: https://doi.org/10.2478/sjs-2023-0027

Keywords
Social media, public communication, new public management, higher education institutions, mediatization of science

© 2023 Silke Fürst et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Beyond the News Media Logic? Analyzing the Social Media Orientation of University Leadership

Published Online: Oct 31, 2023

Page range: 567 - 588

DOI: https://doi.org/10.2478/sjs-2023-0027

KeywordsSocial media, public communication, new public management, higher education institutions, mediatization of science

© 2023 Silke Fürst et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Social media, public communication, new public management, higher education institutions, mediatization of science