What we talk about when we talk about science commercialization: a framing perspective from a German University

Abstract The transformation of higher education institutions (HEIs) is increasingly marked by the adoption of new responsibilities, such as actively engaging in science commercialization, including knowledge and technology transfer activities, to respond to increasing societal demands. The role and identity of HEIs—who they are, what they do, and why they do it—is under pressure, with HEIs actively aiming to reshape their position in the broader societal landscape. This paper analyzes a HEI’s communication response to such pressures. Specifically, we examine a university's science commercialization discourse, what receives attention, and for what purpose, focusing on the framing of science work and societal needs. Using 3176 press releases from a German HEI, we assess the use of communication frames to integrate their responses to societal demands influenced by policy changes. This framing perspective helps to reveal what aspects (research excellence, innovation, societal legitimacy) a HEI emphasizes in its role as a science commercialization actor. Our analysis shows that this German university seeks to strike a balance, addressing critical societal issues while maintaining its distinctiveness by communicating its unique contributions to sustainability and disruptive technologies. The findings illustrate that an HEI builds an image as an active agent in connecting scientific work with societal challenges through its organizational communication.