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Scales, Semantic Differential

Semantic differential is a type of rating scale used to measure the connotative meaning of concepts on a series of graduated scales. It is typically based on a seven-point rating scale, which features two contrasting adjectives, one at each end of the scale. The method is simple to set up and it offers rewards in data confidence.

Considered one of the most applicable techniques to use when assessing the intensity and direction of the meaning in the examination of concepts, semantic differential has been widely used in projects examining attitude change, attitude formation, and general attitude. For example, these scales are commonly used to examine changes in attitude within mass media programs, psychology, information systems, and communication research fields. They have also been used to study attitude formation and general attitudes toward organizations and jobs. It is such a frequently used scale that most people have used and seen it without even realizing that these scales have a specific name, origin, and a developed set of principles for their use.

Origin

Semantic differential was developed by C. E. Osgood in 1957. It was derived from the old controversy between realists and nominalists. Osgood and his colleagues conducted studies and discovered three recurrent attitudes that people use to evaluate words and phrases—evaluation, potency, and activity (EPA). Evaluation is defined by good and bad adjectives, strong and weak adjectives define the potency factor, and activity loads highest on active and passive adjectives. This EPA structure can yield a wealth of information about feelings and attitudes.

Osgood used a set of adjective pairs that might be used to measure reaction to a wide variety of subjects. The reactions measured include perception and attitudes of people toward things, places, contexts, and events. Research revealed that the evaluation factor accounted for most of the difference in scaling. This evaluation factor was related to the idea of attitudes, and the results of these studies prove the validity of this technique.

Uses of Semantic Differential

Semantic differential is unique in comparison to other measurement techniques because of the technique’s reliance on linguistics in assessing the meanings of concepts. The semantic differential scale measures the meaning of concepts, an individual’s subjective perception, and affective reactions toward the concepts through the use of bipolar items. It can be used with a variety of populations (e.g., adults, children, persons from different cultural backgrounds, and having varying economic status) to obtain data on their reactions. The meaning incorporates two aspects: the denotative meaning and the connotative meaning. The denotative meaning is essentially the dictionary meaning, that is, the literal meaning. The connotative meaning is the subjective meaning, which is based on an individual’s personal beliefs or experiences. It derives from the implication of the emotional feelings or imaginative feelings that surround the word, concept, individual, or idea. For example, consider a school mascot such as a lion, the denotative meaning is one of the big five cats commonly found in Africa, while the connotative meaning is the strength or power typically identified with the lion.

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