Communication Accommodation in Christian Private University Promotion: A Case Study of Convergence Dynamics at Satya Wacana Christian University

George Nicholas Huwae; Ravik Karsidi; Prahastiwi Utari; Andre Noevi Rahmanto

doi:10.55927/eajmr.v5i9.310

Authors

George Nicholas Huwae Universitas Kristen Satya Wacana
Ravik Karsidi Universitas Sebelas Maret
Prahastiwi Utari Universitas Sebelas Maret
Andre Noevi Rahmanto Universitas Sebelas Maret

DOI:

https://doi.org/10.55927/eajmr.v5i9.310

Keywords:

Communication Accommodation Theory, University Branding, Private Higher Education, Promotional Communication, UKSW

Abstract

This study examines how Universitas Kristen Satya Wacana (UKSW), a private Christian university in Central Java, employs communication accommodation strategies in its promotional communication. Drawing on Communication Accommodation Theory (CAT), this qualitative case study explores how UKSW adapts its communication practices to diverse audiences while maintaining its institutional identity as an inclusive and multicultural campus known as “Mini Indonesia.” Data were analyzed through contextual interpretation of promotional materials, institutional narratives, and relevant literature. The findings reveal that UKSW strategically applies communicative convergence, divergence, and maintenance to foster relational closeness, preserve institutional distinctiveness, and sustain long-term trust. Communication accommodation emerges not merely as a promotional technique but as a relational strategy that shapes brand meaning and stakeholder engagement. The findings suggest that effective communication accommodation strengthens brand equity and supports sustainable student recruitment in pluralistic educational contexts.

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