Under the microscope: examining academic-based variations in university scholars’ online academic self-presentation

This study utilises descriptive and empirical data to explore variations in scholars’ online self-presentation across academic departments and institutions. Drawing from 5,000 university-issued web pages of U.S.-based academics, the research employs qualitative analysis and natural language processing techniques to explore content patterns. The findings highlight notable patterns, such as Full Professors emphasising their publications, while Adjunct Professors focus on teaching and professional experience. Several departmental signatures were revealed, with Law scholars crafting detailed, formal narratives while Computer Scientists opt for concise presentations. These variations illuminate how organisational context shapes the ways scholars construct and project their professional identities online.