The Girl Scout organization is over 100 years old and is a community that is still going strong to this day. The nationwide organization consists of a large community of girls who wish to experience new things; discover, connect and take action; perform community service; go camping; and learn life skills. This community also consists of adults who want their children to have a breadth of experiences that are fun, exciting, and will teach them life-skills, while also allowing them to make friends, as well as individuals who want to be a role-model for girls and support them in their development and growth. The Girl Scout community is very clearly represented on the Girl Scouts of Connecticut website (gsofct.org) by the presentation of exciting and engaging language, active and colorful visuals, and the overall feeling of anticipation, inspiration, and imagination.
According to the website, Girl Scouts of Connecticut is an experience that “builds girls of courage, confidence, and character, who make the world a better place” and is “63,000 members strong – girls and adults – who believe that every girl can change the world” (“About Us”, 2014). The organization promotes itself with language that tells a consistent and powerful story about the best qualities in Girl Scouts by way of graphics and design elements which support Girl Scouting’s commitment to safety, diversity, and respect for the environment. Throughout the website, certain key phrases are reiterated: “I Can’t Wait to…,” and “Have You Ever…” which focuses on a “can-hardly-sleep-because-you’re-waiting-for-the-next-day” feeling of excitement and anticipation. The exciting and active text is used not only to engage readers into wanting to join and participate but to showcase breadth and variety experience that those who belong to the Girl Scout community enjoy.
The website also helps to display not only what a girl can do as a Girl Scout, but also what she can attain in her future. Girl Scouts of Connecticut (2014) states that “We’re part of a sisterhood of 3.2 million around the globe” a clear indicator of how large the Girl Scout community is (“About Us”). The organization also states that “At Girl Scouts, we believe that there’s a chance for every girl to do something amazing” and that “At Girl Scouts, girls are always counting down to the next adventure they’ll go on together. With us, you’ll make a bunch of new friends and have a ton of new experiences that show you how exciting the world is, and how awesome you are, over and over again” (“Join”, 2014). This statement helps to exhibit how the Girl Scout community engages in life-changing experiences that inspire and motivate them to do something big and that every day, the organization introduces girls to new experiences that teach, push, and change. Even when demonstrating how adults can help to create these life-changing experiences, the organization shares that “As a volunteer, you’ll introduce girls to new experiences that show them they’re capable of more than they ever imagined” (“Join”, 2014).
Another interesting way that the organization exhibits its community is by providing identifying markers within the website. Girl Scouts is broken up into multiple levels and girls are placed into these levels depending upon their grade level or age. The levels consist of Daisies (kindergarten and first grade girls), Brownies (second and third grade girls), Juniors (fourth and fifth grade girls), Cadettes (sixth, seventh, and eighth grade girls), Seniors (freshmen and sophomore high school girls, and Ambassadors (junior and senior high school girls). Each grade level has its own color and identity (Daisies=blue, brownies=brown, juniors-=purple, etc.). These colors are not only represented in the wording on the website, but the color-coding also is utilized in uniform pieces, badge skill books, and other troop tools. The colors help to instantly signify which level a girl is at, which creates a community within a community.
Girl Scouts of Connecticut (2014) tells adults that “By volunteering, you can sharpen your skills as well as your leadership abilities. Gain the confidence that comes from setting a good example. And open the door to opportunities, travel and friendships with other like-minded adults” as well as that “To join Girl Scouts in Connecticut, all you have to be is a girl who wants to expand her horizons” (“Support”, 2014). The website constantly reiterates the community culture that girls who are Girl Scouts can do and be anything, and that the adults who volunteer add to these experiences and help to create leaders of the future. This feeling of anticipation transcends languages and ages across all target audiences: girls in grades K-12, their caregivers, and potential volunteers. From the words to the visuals, the website is designed to show girls and adults that with Girl Scouts they will always have something to be excited about.
About Us. (2014, January 1). Retrieved November 13, 2014, from http://www.gsofct.org
Join. (2014, January 1). Retrieved November 13, 2014, from http://www.gsofct.org
Support. (2014, January 1). Retrieved November 13, 2014, from http://www.gsofct.org