Polish as a foreign language image analysis based on examples from online media sphere

Abstract

Taken as multifunctional tool, branding is nowadays ready to use not only for material products or various services. Firstly used during the process of territorial marketing, it was also claimed to be appropriate strategy to empower image of languages. This kind of concept leads the theorists to the point when they need to transform their thinking about products. According to this, this article should be also considered as a study in which the author explains in what way Polish language came to be a product in the opinions of young Poles. The essence of the study is dedicated to particular part of branding – parallel image, and particular kind of medium – the Internet. The author gives examples of shaping the image of Polish language in parallel style. In conclusion, he attempts to explain why internet users – so called “vulgarians” – make Polish brand weaker by exposing vulgar, brutal and non-official vocabulary – hate speech, why they search for names and phrases appropriate to express only negative emotions and finally, why they teach it to foreigners.