Language, identity and discourse — between theory and methodology: The idea of empirical research
The main goal of the text is to present some ideas about theoretical/methodological possibilities of communication research and to propose two ways of their implementation — for the self-description and identity analysis of the Polish third sector foundations, associations and the creative sector mainly branding agencies. In a broad sense, it is also an attempt to answer the question about the correlation of the reconstructed linguistic and discourse facts ways to talk about things with the kind and intensity of emotions arising in the process of decoding their messages and subsequently with their efficiency in social practice brand communication or fundraising.