A SEMANTIC DIFFERENTIAL ANALYSIS OF CONCEPTS ASSOCIATED WITH A PRESIDENTIAL ELECTION.
Abstract
The semantic differential, employing six politically relevant concepts and eleven rating scales, was administered to Johnson supporters, Goldwater supporters, and nonpartisan students before and after the 1964 presidential election. Before the election the subjects' preferred candidate clustered with the more favorably evaluated concepts. Following the election, the supporters of both the winning and the losing candidate positioned the rival candidate closer to the positively valued concepts in semantic space. The technique is seen as an effective procedure for the indirect measurement of attitudes in situations where a direct approach through attitude scales might be impractical or inadvisable. (Author)
Document Details
- Document Type
- Technical Report
- Publication Date
- Dec 01, 1967
- Accession Number
- AD0664675
Entities
People
- Leondard L. Rosenbaum
Organizations
- University of Maryland