Institutional identity in Mexican state public universities: an analysis from its projection using web pages
DOI:
https://doi.org/10.5281/zenodo.18155285Keywords:
university identity, institutional culture, public universities, MexicoAbstract
Introduction: institutional identity in universities can elicit a range of affective responses among stakeholders, including feelings of belonging, appreciation, and pride. Through electronic media, institutional identity also functions as a channel for disseminating and enhancing recognition of an institution’s prestige. Objective: to characterize the elements that constitute university identity, using the construction of a purpose-built evaluation model as the analytical basis. Method: the study was grounded in the qualitative paradigm and employed content analysis carried out in two phases: (1) documentary research to identify recurrent traits of institutional university identity; and (2) a review of the websites of the 34 Mexican state public universities. Results: according to the initially proposed model, the constitution of university identity comprises elements that are unevenly distributed across the institutions evaluated; consequently, there is no consistent structure that characterizes educational processes. Conclusion: a marked absence of uniformity and standardization in the promotion of university identity was observed among the participating institutions. The study therefore proposes the establishment of public policies that define the basic elements to be included in the website structure of higher education institutions, particularly public universities.
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