The visibility of women scientists in universities’ external communication through social networks

This study investigates the visibility of women scientists in the external communication of universities through social networks, specifically Twitter and Facebook. Using a gender perspective, the research analyses content from Harvard University, the University of Oxford, and the University of Barcelona over a two-month period in early 2022. The analysis, based on UNESCO’s scientific discipline classification, examines both the thematic scope and the engagement generated by posts. Results show that science communication accounts for over 40% of institutional social media activity, with medical and life sciences dominating content. However, a significant gender imbalance emerges: male scientists are more frequently featured as primary sources and protagonists, particularly in research dissemination and interviews, while women are more visible in outreach events and social sciences. This imbalance is both quantitative and qualitative, as men not only appear more often but also occupy higher-authority positions in communication. Posts featuring male scientists also achieve greater engagement metrics (comments, likes, shares). The findings suggest that, despite institutional commitments to gender equality, universities underutilise social networks’ potential to foster balanced visibility of women scientists. Addressing this requires targeted strategies to diversify representation and challenge entrenched gender stereotypes in scientific communication.