The image of Wrocław’s public and private kindergartens on the internet
Kindergarten is a care and educational institution, realizing pre-school education program. According to the supervision and funding we can distinguish public and private entities. Both types of kindergartens create their image on the internet. The article presents results of the analysis of web pages, profiles on the social networking site Facebook, statements of Internet users on several popular forums and trends in Google search.
An analysis of the websites of kindergartens (including bookmarks “About Us”, “History”, “Mission and Vision”) shows that there are no significant differences in the way of creating the image. Public and private entities use similar vocabulary, phrases, although on some aspects they put a different (stronger) emphasis, e.g. public kindergartens often emphasize the look of the building, repairs done, equipment in rooms. Internet forums are also not dominated by one type of positive image. Internet users mention the advantages and disadvantages of both types of entities, but often relate to private kindergartens — describing their aspects in comparison to public institutions. The most visible difference in shaping the image is revealed by an analysis of the profiles on the social networking site Facebook, where more often the account is opened by non-public institutions which are also more active users, with more entries and photos.