Attitude Measuring in Media Coverage

Konrad Gryczan 1
  • 1 Konrad Gryczan, Ph.D. student, University of Information Technology and Management in Rzeszow (Poland)


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.

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  • 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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