A Study of the Websites of the 42 Double First-class Chinese Universities: How Does Confucianism Influence the Content on Chinese University Websites?

Purpose: Based on my examination of the websites of 42 elite Chinese universities, this article reveals relationships between Confucian notions of collectivism and deference to superiors and content features on the university websites. Method: Using content analysis, I examined the following features on the homepages of the Chinese university websites three times in three consecutive months: 1. political/national agendas, 2. history and tradition, 3. important people, 4. groups of people; and 5. campus views. Results: My three examinations indicate that the Chinese university websites consistently show certain aspects of the above five features, which serve rhetorical and social purposes: political and national agenda claiming authorship of website content, history/tradition justifying current status, important people guiding university work, large groups of people showcasing the CPC ideologies, and campus buildings and structures symbolizing social elites. Conclusion: Confucianism helps us discern patterns in the design of Chinese university websites. Despite its limitations, this study serves as a small window into the many relationships between Confucianism and Chinese university websites.