THE KEYWORD ANALYSIS OF ASP COSENZA ITALY AND NHS EAST KENT UK: EVOLOVING TREND IN GOVERNANCE NARRATIVES

This study discourse changes at two public health institutions—NHS East Kent (UK) and ASP Cosenza (Italy)—through sub-keyword and longitudinal keyword analyses of performance reports from 2015 to 2022. Beyond traditional evaluations concerning value creation, the research analyzes how institutional efforts indicate shifted strategic priorities, administrative capacity, and public accountability. Thematic patterns in the textual contents of the reports are extracted and analyzed in KH Coder using computational content analysis. Sub-keyword clustering reveals major fields of interest, such as digital innovation, sustainability, workforce skill development, and compliance, while longitudinal trend analysis allows for following their persistence or disappearance over time. NHS East Kent's discourse seems structured and prospective, aligning well with policy reforms and long-term objectives, whereas ASP Cosenza discloses more fragmented and reactive themes, mostly tied to short-term worries and regional-scale policy constraints. This comparative investigation highlights the communicative dimensions of public governance in healthcare, unravelling how institutions promote their identity, handle public expectations, and relate to reform mandates through narrative framing. By treating institutional texts as data, the study offers a replicative methodology to evaluate strategic communication in the public sector. The findings give articulated suggestions to both scholars and policymakers concerning the next step.