The current study examined over 3000 visual images on the homepages of 234 National University to determine how power relations are depicted. Using a hybrid methodology of grounded theory, critical discursive analysis, and facial prominence scoring, the work culminates in a theory: The (Im)Balanced Theory of College Identity Formation Online. The theory holds that colleges used different tactics, strategies, and resources when depicting various subject positions on their homepages. [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://www.proquest.com/en-US/products/dissertations/individuals.shtml.]