ABSTRACT
This paper examines how European Knowledge Society policy scripts, amplified by the European Universities initiative, are appropriated in the strategic plans of Portuguese public universities. Focusing on nine universities participating in European Universities Alliances, it asks how they position the ‘relationship with society’ in mission narratives, whether they prioritise commercial or civic/socially responsive engagement, and what patterns of convergence, local translation and decoupling emerge. The study combines a two-stage document analysis: frequency-based semantic analysis of mission-related terms and qualitative content analysis of strategic plans. Findings show that societal engagement is now central to mission discourse, often alongside teaching and research. However, institutions differ markedly: some emphasise commercialisation, innovation and knowledge transfer; others stress civic responsibility, social cohesion, culture and sustainability; most combine both. The paper argues that these hybrid narratives reflect adaptive responses to multiple legitimacy pressures rather than inconsistency or failure.