Zusammenfassung
Hochschulen kommunizieren zunehmend online und auf Social Media. Nichtsdestotrotz ist die Forschung, die sich mit Hochschulen als Kommunikatoren in der Online-Welt, den Inhalten ihrer Online-Kommunikation und mit deren Nutzung und Wirkung auseinandersetzt, noch stark fragmentiert und hinsichtlich zentraler Fragen begrenzt. Der vorliegende Beitrag erschliesst dieses Forschungsfeld, identifiziert Foki der entsprechenden Studien und stellt den Forschungsstand zu den Inhalten der Online-Kommunikation von Hochschulen, zu ihrer Rolle als Online-Kommunikatoren sowie zur Nutzung und Wirkung dieser Kommunikation dar. Er zeigt unter anderem, dass sich Hochschulen der Bedeutung unterschiedlicher Online-Medien bewusst sind und diese entsprechend bespielen, dass aber gerade Hochschulen im deutschsprachigen Raum diesbezüglich nicht zu den Vorreitern gehören. Online-Medien werden v.a. als zusätzliche Kanäle für traditionelle Inhalte genutzt. Diese Angebote richten sich überwiegend an Studierende und werden oft auf Basis einer marketingorientierten Perspektive aufbereitet. Der Beitrag macht zudem eine beträchtliche Zahl blinder Flecken in der Forschung deutlich: Er zeigt, dass sich Studien bis dato überwiegend auf den angloamerikanischen Raum und dessen Hochschulsystem beziehen, dass wenige Studien auf einer klaren theoretischen Grundlage operieren und die Nutzung von Online-Kommunikation selten gemeinsam mit übergeordneten Kommunikationsstrategien analysiert wird.
Wir danken Lukas Schubnell und Jean-Michel Wirtz für ihre Hilfe bei der Recherche und Systematisierung der einschlägigen Fachliteratur.
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Metag, J., Schäfer, M.S. (2019). Hochschulkommunikation in Online-Medien und Social Media. In: Fähnrich, B., Metag, J., Post, S., Schäfer, M. (eds) Forschungsfeld Hochschulkommunikation. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-22409-7_17
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