Аннотация
This study examines how universities in Kazakhstan construct and communicate institutional success through their official websites. Drawing on a qualitative discourse analysis of fifteen university websites, the study analyzes how language, imagery, and visuals are used to legitimize institutional positions within the national higher education system. The findings show that universities utilize distinct forms of symbolic capital, including global prestige, state recognition, innovation capacity, and social utility, depending on their position and available resources. Findings revealed that some universities mobilize markers of global excellence and scientific innovation to assert dominance, while others rely on narratives of social utility and local relevance to establish legitimacy. While these strategies vary across institutional types, they reflect and reinforce existing hierarchies. Digital representations normalize inequality by presenting historically and structurally conditioned advantages as natural indicators of merit and quality. The study contributes to research on Kazakhstani higher education by spotlighting university websites as domains of symbolic power and inequality, demonstrating how digital platforms participate in the reproduction of institutional hierarchies within the national education system.