Tuition as Strategic Communication: A Comparative Analysis of Framing and Signaling in Global and Philippine University Websites

Abstract

Tuition costs are a key factor in how universities compete and how students make choices, especially for private universities that rely on tuition for funding. Although tuition details are easy to find online, there has been little research on how this information is presented on specific tuition and financial aid webpages, rather than across whole university websites. This study uses a qualitative comparative document analysis to examine the English-language tuition and financial aid webpages of six private universities ranked 200–500 in the QS World University Rankings 2026, as well as those of one private university in Northern Mindanao, Philippines. Using Framing Theory and Signaling Theory, the study identifies seven dominant tuition frames: investment, accessibility, scholarship emphasis, prestige justification, transparency, employability outcomes, and calls to action. The global benchmark universities often combined investment, prestige, and employability messages with clear cost information, presenting tuition as a value tied to rankings, career prospects, and quality. In comparison, the Philippine university focused on transparency and accessibility but did not emphasize prestige, investment, or employability as much as it did on tuition details, which could limit its competitiveness and global profile. The results show that tuition webpages act as strategic communication tools, not just places for administrative information. Philippine universities aiming to boost their international reputation and rankings should consider adding more prestige signals, outcome data, and value-focused messages to their tuition pages while remaining transparent.