Mid Sweden University

This thesis examines the diversity efforts and communication strategies of four Swedish universities as reflected in their social media content on Instagram. A mixed-method approach was used, starting with a document analysis of the universities’ diversity policies and communication strategies. This was followed by a content analysis of their social media posts, on the platform Instagram, focusing on themes related to diversity and inclusion. The findings revealed that while the universities displayed clear efforts to promote diversity, the focus was predominantly on gender, with other diversity groups receiving significantly less attention. One group appeared to be completely absent from the posts, the sexuality group. The results also indicated that the universities’ own goals and priorities were reflected in their social mediacontent, influencing which diversity groups received the most visibility that being gender.