Key code as a tool in analysis of ethical communication (based on discussion of the election of Head in Polish Scouting and Guiding Association)

Abstract

  The article presents the problem of contemporary communication ethics, in the perspective of communication in the Polish Scouting and Guiding Association. The research material comes from fanpage Z24 on Facebook, therefore, the specificity of the Internet language is included in the study. On the basis of a review of the literature related to communication ethics 34 indicators of ethical language are extracted, formed in the key code. To prove the scientific value of key code in the analysis of communication ethics the content of Z24 was described from the perspective of 14 determinants. It was found that aspects of communication on the Z24 are both ethical (use of polite phrases, expressing kindness, using factual arguments and respecting communication partners as equal) and unethical (manifestations of hatred, mockery and insult, using personal arguments, vulgarizing statements). A two-fold “us-them” opposition was also identified: 1) members and people from outside the organization, and 2) people from inside the organization representing different views.