East European Journal of Psycholinguistics ISSN 2313-2116 
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Frolova, O. Content Analysis as a Tool for the Structural and Semantic Feature Research of the Individual Organizational Identity
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Abstract. The article explains necessity and actuality of the organizational identity phenomenon research, which is one of the key factors of the interaction optimization in the «employer-employee» system. The author has offered to define the investigated construct as a result of cognitive-emotional process of considering yourself being a representative of some organization. That process is expressed not only through extralinguistic factors, but also through the language of a subject. With this in mind, the author shows the expediency and efficiency of psycholinguistic tools application (content analysis and projective techniques in particular) for the outlined problem research. With a help of empirical data, structural and semantic features of the construct have been studied. The integrated knowledge system about yourself (self-image), organization (image of the organization) and peculiarities of the organization`s team have been defined as the components of the organizational identity`s cognitive-reflective dimension. The elements of the affective-motivational component include a set of emotions that arise when the organization satisfies motivational needs. Among them are emotions caused by the self-assertion and recognition need (glorical); emotions, determined by the satisfaction level of the basic need in security and belonging (archetypical); emotions caused by implementation of interpersonal and business communication need (communicative). The features of  the content of the conative-normative component of the employee`s identity are determined by two indicators: by the level of interiorization of the organizational goals and values (organizational mechanisms of self-regulation) and by the identification of behavior, aimed to achieve goals and to support the organization (real activity of the subject).

Keywords: organizational identity, content analysis.

Category: Frolova, O. | Added by: Serge
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