Show Summary Details

Page of

PRINTED FROM OXFORD REFERENCE ( (c) Copyright Oxford University Press, 2013. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single entry from a reference work in OR for personal use (for details see Privacy Policy and Legal Notice).

date: 19 September 2020

semantic differential 

A Dictionary of Media and Communication

Daniel Chandler,

Rod Munday

A technique developed by Osgood and colleagues for mapping the various *connotations or *affective meanings *phenomenologically evoked in individuals by particular cultural phenomena. Osgood's semantic differential scale employs a series of seven-point bipolar rating scales. The three key factors underlying connotations are argued to be ... ...

Access to the complete content on Oxford Reference requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.