Year of Publication


Season of Publication


Paper Type

Master's Thesis


College of Education and Human Services

Degree Name

Doctor of Education in Educational Leadership (EdD)


Leadership, School Counseling & Sport Management

NACO controlled Corporate Body

University of North Florida. Department of Leadership, School Counseling & Sports Management

First Advisor

Dr. Sandra Gupton

Second Advisor

Dr. John Parmelee

Third Advisor

Dr. Jerry Johnson

Fourth Advisor

Dr. Chris Janson

Department Chair

Dr. Chris Janson

College Dean

Dr. Marcia Lupi


The purpose of this mixed methods study was to investigate the potential power of Facebook to be used by higher education institutions as a key communication tool to provide viewers’ emergent impressions, or frames, of the institution. This study was intended to contribute to the knowledge base of social media and higher education by studying the emergent frames formed from the posts on the official Facebook page of each member university of the Florida State University System.