Public Perceptions of Universities as Public Entities During the COVID-19 Pandemic Era

Abstract

Higher education institutions are facing challenges in navigating social, cultural, and political issues. The online presence of higher education presents a new set of opportunities and challenges; knowledge, news, and continuing education are increasingly disseminated online. Additionally, the public, student bodies and stakeholders are increasingly looking at reviews or seeking opinions via online and social media to form opinions on institutions. This analysis uses online and social media to analyze and compare perceptions of two public universities in Indiana, namely Purdue University and Indiana University. These two Indiana institutions are located in the same state, allowing for comparisons of public perceptions and reactions to different collegiate events for two institutions facing similar “local environments” politically, socially, and environmentally. The 2018 to 2021 study period allows for comparisons of volume and sentiment of online and social media about two universities during the most disruptive period of COVID-19. Deeper understanding of public perceptions of these institutions may facilitate effective communication and/or assist with decision making regarding the societal roles of institutions of higher education. JEL Codes: I23, M31, Y10