Strategies for Visual and Textual Communication in the Digital Environment of Higher Education Institutions: A Comparative Study of the University of Peloponnese and the University of Rzeszów

Abstract

In the era of rapidly developing digital technologies, academic institutions face the challenge of effectively delivering educational content and building a distinctive image and an engaged online community. Visual and textual communication in the digital environment has become a key tool for shaping the university's identity, attracting students and maintaining relationships with stakeholders.

The aim of this article is to conduct a comparative analysis of the communication strategies used by the University of Peloponnese in Greece and the University of Rzeszów in Poland. An analysis of the coherence, attractiveness and effectiveness of the visual and textual practices used is conducted based on selected digital channels, such as websites and social media platforms. The analysis highlights similarities and differences in the management, popularity and communication in digital media at both universities, offering insights that can inspire further actions in the virtual sphere.