Wizerunek ZHP w świetle analizy słów kluczowych harcerskiego dyskursu

Abstract

The article is an attempt to reconstruct the image of the Polish Scouting and Guiding Association through an analysis of keywords extracted from the articles published by the organisation. Keywords – self-contained units of meaning – were considered important for the image analysis, as they reflect the main themes undertaken in organisational communication. The research was based on a lists of keywords derived from a qualitative and quantitative analysis (using Korpusomat) of the articles available in the scouting press: the monthly magazine for zhp instructors “Czuwaj” and the online magazine “Na Tropie”. On the basis of association relations, the extracted keywords were divided into three semantic categories: structural names, terms related to the current organisational activities and terms related to education (upbringing). Subsequently, the thematic subgroups of the keywords included in these categories are discussed, to show how their presence can influence the perception of the organisation by its members and by the environment (partners or parents of scouts). The image of the organisation reconstructed on the basis of the keyword analysis can provide a good initial hypothesis for a broader survey of opinions on its public image.