Image of the Scottish National Party in Scottish Media after the 2014 Referendum

The paper is focused on examination of changes in the Scottish National Party’s image in Scottish media after the 2014 independence referendum. Major tendencies of depicting the Scottish National Party in media were detected through content analysis and discourse analysis conducted in publications in Scottish media in 2015-2017. The conducted research allowed to consider and to compare individual elements of the image of the Scottish National Party in the media of various formats and with different policies in relation to the party. During the research factors affecting the differences of individual elements in the image of the Scottish National Party in the Scottish media were identified. Basing on the analyzed publications, the author concludes that the image of the Scottish National Party is still consistent with the ideas of Scottish independence. Nevertheless, this element of the image is not often prevailing, and new features appear in the image of the party over time.