Engaging Students in the Digital Age : A Communicative-Pragmatic and AI-Driven Analysis of Online Prospectuses

Abstract

The shift from printed to digital university prospectuses has transformed higher education marketing, integrating artificial intelligence and interactive technologies to improve communication. As institutions adopt AI-driven personalization, chatbots, and automated content structuring, the linguistic strategies used in prospectuses evolve to maintain clarity, engagement, and persuasion. However, little research has explored how digitalization influences the communicative-pragmatic aspects of these materials. This study examines how universities implement various linguistic strategies to structure digital prospectuses, ensuring they remain informative, persuasive, and accessible. By analyzing contemporary digital formats, the research identifies key trends in content presentation, engagement techniques, and AI-enhanced communication. The findings suggest that while automation improves accessibility and responsiveness, human-centered linguistic frameworks remain essential for maintaining credibility and trust. This study contributes to the understanding of digital prospectuses as adaptive, multimodal texts that merge traditional rhetorical techniques with AI-driven engagement tools. The results highlight the need for universities to balance technological innovation with effective communication strategies, ensuring that digital prospectuses remain user-friendly, persuasive, and aligned with prospective students’ expectations in an increasingly digital landscape.