How the world's top universities provide dialogic forums for marginalized voices

Viewed through the lens of the dialogic theory of public relations, this study examines if universities use new media tools and how the world's top universities use Facebook as an interactive forum that give voice to key stakeholders. With the declining economy and limited access to resources, it is important to know how organizations utilize Web-based tools to build and maintain relationships at national and global levels. Because prior research found that users had negative feelings about lack of dialogue on college websites, it is also important to know whether universities are tapping into the dialogic potential. The content analyses of the websites and Facebook platforms show that more than half of the universities have Facebook pages. The results also show that users cannot post content or photos, or participate in discussions and wall posts. In essence, the voices of key stakeholders are being silenced via a media that is intended to provide open forums for dialogue.

► The primary function of new media is not to provide information but to Generate Return Visits and Conserve Visit Time.
► Only 39% of the websites offered links to the Facebook pages. All of the Facebook pages provided links to the websites.
► Users cannot post content or photos, or participate in discussions and wall posts on more than half of the Facebook pages.
► The voices of key stakeholders are being silenced via a media that is intended to provide open forums for dialogue.