From Campus Closure to Campus Reopening: Strategies of American Universities to Avoid Social Crisis in COVID-19 Communication
From Campus Closure to Campus Reopening: Strategies of American Universities to Avoid Social Crisis in COVID-19 Communication

Summary/Abstract: This paper examines how the universities used their institutional websites as one of the key channels of COVID-19 communication and engagement of all participants of the educational process in the achievement of the set aims during the pandemic. The article investigates which communication strategies and tactics were implemented and what the verbal and nonverbal markers of the communication strategies and tactics are. It is assumed that universities generally implement the combination of strategies and tactics instead of realizing each one individually in order to cope with educational and social crisis and address such issues as inequality, social distancing, psychological problems, lack of communication and community.

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