Face egos jostling to control university exchanges (9)

'exchanges' is the definition.
The definition and answer can be both related to communication as well as being plural nouns.
Perhaps you can see an association between them that I can't see?

'face egos jostling to control university' is the wordplay.
'face' becomes 'dial' (face of a clock).
'jostling' indicates an anagram (letters move or jostle around).
'to control' means one lot of letters goes inside another.
'university' becomes 'U' (abbreviation as in UMass).
'egos' with letters rearranged gives 'oges'.
'oges' enclosing 'u' is 'ogues'.
'dial'+'ogues'='DIALOGUES'

Can you help me to learn more?