An examination of the digitalization of universities within the framework of corporate communication in the context of dialogic communication

This study aims to analyze how the concept of digitalization in universities is reflected through institutional websites within the framework of dialogic communication principles. In this context, theoretical approaches to corporate communication are examined, with particular emphasis on the management of internal communication, the role of corporate communication in organizational success, and the impact of digitalization on these processes. In an era where digitalization increasingly transforms institutionalization and management practices, university websites are regarded not merely as technical platforms providing information, but also as digital communication environments where corporate identity is represented, interaction with internal and external stakeholders is established, and institutional transparency becomes visible. With the increasing prevalence of digitalization, the importance of effectively utilizing digital tools has become more evident in terms of corporate identity, transparency, and interaction-oriented communication strategies. Accordingly, websites are addressed as a digital application of corporate communication, and their structural characteristics, communication functions, and roles in stakeholder interaction are examined through qualitative content analysis. The theoretical framework of the study is based on Kent and Taylor's Dialogic Public Relations Theory and aims to comparatively evaluate the digital communication capacities of universities. The findings are expected to contribute to the corporate communication literature and provide practical recommendations for universities' digitalization strategies. This research investigates the digitalization processes of universities through their institutional websites. Within the scope of a qualitative research design, content analysis and in-depth interview techniques were employed. The official websites of Malatya Turgut Özal University and İnönü University were selected as the research sample. The websites were evaluated according to the principles of usefulness of information, ease of interface use, generation of return visits, conservation of visitors, and dialogic loop. The findings revealed that both university websites demonstrate strengths in terms of information provision and accessibility. However, interactive tools and feedback mechanisms that enhance user participation were found to be limited. The findings obtained from expert interviews further indicated that websites occupy a significant position within corporate communication and digitalization processes, while also revealing challenges related to content updating, internal information flow, and stakeholder interaction. Overall, the results suggest that university websites largely fulfill their informational function but require further development to establish stronger and more sustainable communication with stakeholders.