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Social Communication

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Attitude Measuring in Media Coverage

Konrad Gryczan
  • Konrad Gryczan, Ph.D. student, University of Information Technology and Management in Rzeszow (Poland)
  • Other articles by this author:
  • De Gruyter OnlineGoogle Scholar
Published Online: 2017-01-18 | DOI: https://doi.org/10.1515/sc-2016-0013


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.

Keywords: media; communication; emotion; message


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

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

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

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

About the article

Published Online: 2017-01-18

Published in Print: 2016-12-01

Citation Information: Social Communication, Volume 2, Issue 2, Pages 72–77, ISSN (Online) 2299-5382, DOI: https://doi.org/10.1515/sc-2016-0013.

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© 2016 Konrad Gryczan, published by De Gruyter Open. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License. BY-NC-ND 3.0

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