Framing equality, concealing inequality: gender discourse and women academics’ career barriers in Vietnamese university web publications

Purpose This study examines how Vietnamese universities report and portray gender equality policies and initiatives on their websites. It aims to: (1) identify reported initiatives and the values behind their portrayals, (2) explore how these narratives reinforce or challenge traditional gender norms and “conditional inclusion” and (3) assess their alignment with global standards of academic excellence and career success. Design/methodology/approach Drawing on organisational impression management theory and feminist critical discourse analysis, this study analyses 21 university web publications (UWPs) from ten Vietnamese universities. Findings Vietnamese UWPs demonstrate alignment with state logics, rhetorical commitments to gender equality and the gendered burden of “well-rounded excellence” for women academics. Research limitations/implications This study relies on UWPs (Dec 2024), possibly omitting earlier or informal practices. Future research should incorporate stakeholder perspectives and cross-national comparisons to capture broader gender equality dynamics. Practical implications This study suggests that Vietnamese universities should harness state logics, move beyond superficial rhetorical commitments, and critically re-evaluate the ideal of “well-rounded excellence” in order to advance the equitable development of women’s academic careers. Originality/value This study shows how Vietnamese UWPs engage in dual impression management – outwardly demonstrating positive public signalling of gender equality while simultaneously concealing hidden barriers to women academics’ career advancement.