Automated Linguistic and Visual Content Analysis of Diversity, Equity, and Inclusion Perspectives in Advertising and Public Relations Program Websites

Abstract

Guided by culturally responsive pedagogy (CRP), this study used automated linguistic and AI-enabled visual analyses to examine representations of diversity, equity, and inclusion (DEI) in text and images on 69 ACEJMC-accredited advertising and public relations (AdPR) program websites. Further, comparisons between large and non-large institutions were made. Linguistic analysis showed that approximately a fifth of the textual content included DEI-related terms, with no significant differences based on institution size. Visual analysis revealed the prominence of White women in images. Recommendations include application of AI-enabled approaches in addressing and advancing DEI in AdPR research as well as designing inclusive university websites across key CRP dimensions for potential students.

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