Gábor Király, Zsuzsanna Géring, Sára Csillag and Márton Rakovics presented their research on the 6th CEHEC Conference on 22-23. April 2021.
Király and his colleagues’ work is based on the comprehensive research project of our Research Centre in which we analyse the external online communication of the top 100 business schools of the 2019 Times Higher Education list.
In their research Király, Géring, Csillag and Rakovics analysed the framing of sustainability in connection with the portrayal of future with a mixed methodological approach. Based on word-level analysis they found four applied sustainability frames in the communication of the business schools: general, economic, social and environmental dimensions. Moreover, they defined three groups of higher education institutions based on their language use concerning sustainability: universities that almost never mention it, institutions using general expressions and universities emphasizing only economic sustainability.