Attitude Measuring in Media Coverage

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Abstract

This article present an approach to elaboration of tools for measuring of attitude in media messages. Emotions hidden in single words can have significant influence on recipient of message. Therefore effort of compiling method and indices have been taken. Osgood’s semantic differential and Likert’s scale was main techniques considered in this issue and final thoughts were basing on them. Many different obstacles are indicated for future improvements of techniques and further elaborations.

OSGOOD, C. E. (1952) The nature and measurement of meaning. Psychological Bulletin, v. 49(3).

OSGOOD, C.E., SUCI, G., & TANNENBAUM, P. (1957) The measurement of meaning.

ZAHN, CH.J, HOPPER R., (1985), Measuring Language Attitude: The Speech Evaluation Instrument, Journal of Language and Social Psychology, v. 4 (2).

LIKERT R., (1932) A technique for the measurements of attitudes, Archives of Psychology, v. 140(22).

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