The media reception of the way of given country’s running internal affairs policy is not without an infl uence on the country’s image – and its soft power effi ciency – abroad. The aim of the article is to present the results of the survey on the structure of discursive image of Poland present in the La Nación in 2004–2016. An analysis performed in this  research was the lexical analysis of the daily’s content gathered in the text corpus (3622 articles). The results of statistical evaluations were the words frequency lists, the analysis of certain words concordances and collocations. The effect of such procedure was the reconstruction of important words co- -occurrences and common patterns. In this phase of the survey the units of analysis were words, so the intensity of the analyzed text attributes were measured by the number and percentage range of certain words. The next phase of the survey was the computer-assisted content analysis (CACA). Finally, as a result of factor analysis, the structure of the discourse on Poland in La Nación was reduced to the strongest factors determining which different (detailed) categories have the tendency to co-occur and that is why they create easily distinguishable confi guration. Changes in how Poland is described were presented on four periods of different governments.

The media reception of the way of given country’s running internal affairs policy is not without an infl uence on the country’s image – and its soft power effi ciency – abroad. The aim of the article is to present the results of the survey on the structure of discursive image of Poland present in the La Nación in 2004–2016. An analysis performed in this  research was the lexical analysis of the daily’s content gathered in the text corpus (3622 articles). The results of statistical evaluations were the words frequency lists, the analysis of certain words concordances and collocations. The effect of such procedure was the reconstruction of important words co- -occurrences and common patterns. In this phase of the survey the units of analysis were words, so the intensity of the analyzed text attributes were measured by the number and percentage range of certain words. The next phase of the survey was the computer-assisted content analysis (CACA). Finally, as a result of factor analysis, the structure of the discourse on Poland in La Nación was reduced to the strongest factors determining which different (detailed) categories have the tendency to co-occur and that is why they create easily distinguishable confi guration. Changes in how Poland is described were presented on four periods of different governments.