Abstract:
In a media course using the EduScrum method, students created videos aimed at attracting new students. While the results reflected current social media trends, they revealed a gap between creative output and strategic university messaging. Universities operate within a Student Life Cycle framework, from application to alumni engagement, but cultural tensions often arise between formal procedures, informal practices, and the institution’s public image. These tensions can lead to inconsistent external communication. Social media offers a space where students express the informal culture of university life. Viral videos using humor and youth language, such as campus tours by professors on TikTok, show attempts to connect with Gen Z – but also highlight cultural contrasts. The key argument is that effective communication must integrate strategy and culture. Involving students in the process can enhance authenticity and credibility. A participatory approach helps universities present a more accurate and relatable image to prospective students.
Über die Autor*innen:
- Felix Christian Kolb,
Dr., Diplom-Medienwirtschaftsingenieur (FH) und Organisationsentwickler (M.A.), Dozent und Studienberater, Pädagogische Hochschule Ludwigsburg, Freier Organisationsberater und Trainer
