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روان شناسی و مشاوره::
افتراق معنایی
Osgood [1916-1991] and collaborators publish the first semantic differential scales derived through computer-based factor analysis (Osgood et al. 1957).
Osgood and collaborators publish Cross-Cultural Uni- versals of Affective Meaning, the first large comparative analysis of semantic differentials produced by computational content analysis (Osgood et al. 1975).
Fig. 3.4 Osgood'd 3D Semantic Differential EPA-space.
Ratings are recorded as decimal numbers with 430 increments from one end of the scale to the other, rather than the seven increments of early semantic differential scales, or the 80 increments of the Attitude program.
The value of such anecdotal uses is rather limited, sometimes even misleading, since speechwriters and communication experts are well-versed in scientific principles of applied linguistics and human information processing, including sophisticated understanding of semantic differentials and other affect control, marketing, and propaganda devices.
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