The purpose of this study was to conduct a critical discourse analysis of media produced by higher education institutions. The study aimed to uncover how universities manifest diversity, social justice, and neoliberal discourses in their marketing efforts. Diversity discourses differentiate from social justice discourses in that they do not explicitly advocate for action that addresses inequities faced by marginalized groups. Neoliberal discourses reflect an ideology that often reduces underrepresented students to a market commodity, and therefore is an important area of this research. Because higher education marketing is centrally responsible for overall institutional branding, student recruitment, and fundraising, the data in this study are branding, recruitment, and giving websites. Central California is known for its ethnic and racial diversity as well as its low educational attainment; therefore, California State University campuses in that region were the focus of this research. This study is significant because there is limited research focused on higher education marketing, and even less research connecting its role with diversity, social justice, and neoliberalism. This study found that diversity discourses were rampant in university marketing websites, though the definitions of diversity were vague. This study also found that social justice discourses were more silent than diversity discourses; additionally, social justice rhetoric often came from the voices of quoted students, not the institution. Finally, this study found that neoliberal discourses were extensive; universities heavily emphasized impacting the economy and connections to private industry. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]