Critical Analysis: Semantic Differential Scales v. Visually Oriented Self-Report Scales
The goal of this blog post for Communication 333: Persuasion is to analyze the semantic differential scales and the visually oriented self-report scales. The semantic differential scales were developed in 1957 by Charles Osgood, Percy Tannenbaum, and George Suci in order to measure attitudes (Gass & Seiter, 2016, p.45). This scale is created with lists of opposite adjectives such as good – bad or exciting – boring. Semantic scales are usually based on a 7-point scale. Visually oriented self-report scale is a way for respondents to self-report what they are feeling by looking at a picture and mark it in comparison to how they are feeling. Visual self-report scales are usually based on a 0-5 point scale. First, I will critically assess the two scales and discuss the pros and cons of each respectively. What is the benefit of each scale in measuring attitudes and when could it be beneficial? What is my main criticism of the scale in measuring attitudes? Semantic Differential Scales: A potential benefit of the semantic differential scale is that the respondent is posed with only two options that are opposites. Respondents are able to display their thoughts in a wider range such as neutral and most likely as opposed to just a sad face like the visually oriented self report displays (Lietzenmayer, 2017). This can be beneficial when you want to compare two things or you want to see how something is working. This scale would probably be given to many people and then be averaged in order to get a clearer answer.The semantic scale is subjective based on each respondent. Also, there is no “neutral” answer, which makes it difficult to measure. You cannot identify direct measurements with this type of scale. Take a look at the picture below and complete the semantic scale based question.
The photo is Ugly ___ ____ ____ Beautiful When asking this question, I let you define the picture. Semantic differential scale surveys allow the respondents to define the value of something on their own and their responses are not influenced by outside factors.
Visually Oriented Self-Report Scales: The benefit of visually oriented self-report scales is that the person can actually “see” how they feel about a concept. This is beneficial for people who have limited language ability such as children or those with special needs. This scale is also beneficial when faced with a language barrier. Although, a visual scale of smiling vs. frowning like the example shown could be misinterpreted if used across cultures. Smiling is not considered to be a universal symbol of happiness and is interpreted differently across cultures. To avoid a misunderstanding, the visual scale must be tailored to fit each culture where it is used. Relying on a self-report assumes that "people are aware of their attitudes and that they are willing and able to report them" (Gass & Seiter, 2016, p.46).
Recently I went to the doctor with a minor head cold and was presented with a scale much like the one pictured above. The doctor asked me to identify which picture described my level of pain. I found this to be difficult, here is why. In my experience with having surgeries and pain medication I have learned that I have a very high tolerance to pain, which means that I need a higher dosage of medication than most others. So, when viewing the scale I identified as a 6 but was afraid that I would not be prescribed enough medicine so I reported my pain as an 8. Understanding the pros and cons of these scales is important when deciding where the scales are most beneficial. It is important to understand how they relate to persuasion theories. The Theory of Reasoned Action (TRA) states that a person's culture affects the relative importance of the attitudinal and normative components (Gass & Seiter, 2016, p. 52) For example, This theory also asserts that attitude leads to intentions and intentions guide behavior. (Gass & Seiter, 2016, p. 51) If we use the scales to identify attitudes, we can understand intentions, and predict behavior. However, respondents can adjust their responses based on what they perceive the desired response to be.
This assignment provided insight of how different scales are used to obtain information. In the future, I will be able to use these scales and distinguish between them in order to determine which one I need for certain situations.
References Gass, R.H., Seiter, J.S.. (2016). Persuasion: Social influence and compliance gaining. New Jersey: Peason Education, Inc.
Lietzenmayer, A. (2017). Attitudes. Retrieved from http://ple1.odu.edu/courses/201520/comm333/modules/3/1/1 Picture 1: Sunrise and Sunset Calculator — City Lookup. (n.d.). Retrieved September 18, 2017, from https://www.timeanddate.com/sun/
Picture 2: H. (n.d.). Preparing for surgery. Retrieved September 18, 2017, from https://www.regionshospital.com/rh/patients-guests/preparing-for-surgery.html
