<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></abstract>

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.

Attitude Measuring in Media Coverage

Social Communication

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Attitude Measuring in Media Coverage"}

This article present an approach to elaboration of tools for measuring of attitude in media messages. Emotions hidden in single words can have significant...

Attitude Measuring in Media Coverage

Publicado en línea: 18 ene 2017

Páginas: 72 - 77

DOI: https://doi.org/10.1515/sc-2016-0013

Palabras clave
media, communication, emotion, message

© 2016 Konrad Gryczan, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Attitude Measuring in Media Coverage

Publicado en línea: 18 ene 2017

Páginas: 72 - 77

DOI: https://doi.org/10.1515/sc-2016-0013

Palabras clavemedia, communication, emotion, message

© 2016 Konrad Gryczan, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Palabras clave
media, communication, emotion, message