The study presented in this paper aims to map and illuminate theoretical, methodological, and thematic areas that mark the existing scholarship related to the digital presence of higher education, mainly through universities own websites. 118 articles were identified for further in-depth analysis based on an overarching first-level analysis of over 700 articles through systematic searches in early 2023. Data-sessions across three primary analysis phases enabled understanding the benefits and conundrums of using ai (Rayyan) in (n)ethnographic analysis work where the data constitutes of existing scholarship. Our analytical-methodological points of departure for carrying out this study build on a Second Wave of Southern Perspectives (SWaSP) framing that brings together (i) sociocultural, dialogical perspectives on learning and communication and (ii) decolonial, alternative framings on communication and identity. Results of the digital communication by educational institutions through their websites highlights a paucity of engagement with or a lack of explication regarding theoretical framings in the existing scholarship and an alignment with a “market turn”. Other findings highlight that the existing scholarship needs to connect more clearly with global-centric perspectives, not least to attend to contemporary challenges.