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Blogging for Reputation: An analysis of how Swedish universities address different governing system via social media
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2013 (English)In: The Governance of Modern Universities / [ed] Lars Engwall, 2013Conference paper (Other academic)
Abstract [en]

Universities are exposed to a variety of external forces that influence the way they are managed and organized. In this paper we examine how these principles are given space in the way universities communicate. We do this by analyzing how the university management - in this case Swedish universities’ Vice-chancellors – describe, promote and explain their organizations via official blogs. The paper builds on a framework where university governance is understood as based on a relationship between state, profession and market, and as driven by three forms of social judgments - legitimacy, status and reputation. From a total of fourteen VC blogs, 1330 posts are analyzed according to three sets of arguments: 1) legitimacy arguments driven by political outcome; 2) status arguments driven by professional values and boundaries; and 3) reputation arguments driven by market consequences. The results reflect a dominance of reputation aspects, highlighting the centrality of market principles in communication and university governance. 

Place, publisher, year, edition, pages
Keyword [en]
university governance, communication, legitimacy, status, reputation, social media, blog
National Category
Business Administration Media Studies
Research subject
Business Studies; Media and Communication Studies
URN: urn:nbn:se:uu:diva-203250OAI: diva2:635877
22nd Nordic Academy of Management Conference, 21-23 August 2013; Reykjavik, Iceland
Organized freedom: university autonomy and the higher education and research reforms in Sweden
Swedish Research Council, 2011-16537-85419-29
Available from: 2013-07-06 Created: 2013-07-06 Last updated: 2013-07-08Bibliographically approved

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Lövgren, DanielPallas, Josef
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