Semantic differential

Semantic differential - ib txoj kev tsim los ntawm American psychologist Charles Osgood los ntsuas cov connotative ntsiab lus ntawm cov lo lus, tej yam, cov tswv yim, kev lis kev cai tseem ceeb. Nws yog siv nyob rau hauv ntau yam sociological kev tshawb fawb, tseem nyob rau hauv ua li, kev tshawb fawb, tus neeg siv kev, txoj kev kho.

Muaj ob qhov tseem ceeb ntawm cov lus units (lus): denotative thiab connotative. Denotation - ib tug lexical nws tus nqi. Connotation - Muab lub ntsiab lus. Piv txwv li, xav txog lo lus "tsov" los yog "dav dawb hau." Lawv sawv cev rau cov tsiaj, tab sis lawv cov connotative ntsiab lus - lub dag lub zog, lub hwj chim.

Nyob rau hauv thaum ntxov xyoo 1950, Charlz Osgud thiab nws cov npoj yaig siv ib tug Thesaurus "Roget tus Thesaurus" los tsim ib tug bipolar scale, nyob ntawm seb lub semantic opposites: "zoo-phem", "fast-qeeb", "huv si-qias neeg", "zoo-worthless "" cia li-tsis ncaj ncees, "" mos mos-hard "thiab thiaj on. Osgood hu ua lub scale raws li nram no: semantic differential raws li lawv yog txawv nyob rau hauv lub hauv paus ntawm tus piv ntawm cov kev siv ntawm cov subjective to taub ntawm tus tib neeg connotative lub ntsiab ntawm lo lus.

Cov kev tshawb fawb pab neeg muaj peev xwm siv lub enabled thaum computer technology thiab tau tsom xam mus tshawb loj nyiaj ntawm cov ntaub ntawv nrog rau cov kev pab los ntawm ntau "txiav txim" (tus neeg zoo tib caw mus qhia lawv tus yam ntxwv), uas soj ntsuam ntau tshaj li ib txhiab tswv yim nyob rau ntau teev, semantic differential. Cov tshwm sim yog lub foundations ntawm semantic chaw - yog peb yuav tsum muaj kev ntsuas ntawm cov xeeb ceem, txhua tus nyob rau lawv cov kev sib ib puag ncig, tsis hais txog ntawm cov lus los yog kab lis kev cai. Tom ntej thwmsim los ntawm ntau soj ntsuam ntawm ib ncig ntawm lub ntiaj teb no tau paub tseeb hais tias lub validity ntawm cov semantic qhov chaw thiab nws tus ntoo khaub lig-kev cai validity.

Semantic differential ntsuas cov neeg txoj kev xav rau lub stimulus lus thiab cov tswv yim nyob rau hauv cov nqe lus ntawm lub kwv yees coefficients nyob rau hauv bipolar teev tej yam lus txhais ntxeev nyob rau hauv txhua thaum xaus ntawm lub scale.

Tom qab kev tshawb fawb connotative ntsiab lus ntawm ntau lub tswv yim, Charlz Osgud thiab nws cov npoj yaig tau pom peb tej kwv yees li xya-point scale: "kev soj ntsuam", "lub hwj chim", "kev ua si":

- Zoo _3 ___ __ 2 __: __ 1 __ __ __ 0: 1 ___ _-: __ __- 2: __- 3__Plohoy;

- Muaj zog _3 ___ __ 2 __: __ 1 __ __ __ 0: 1 ___ _-: __ __- 2: __- 3__Slaby;

- Active _3 ___ __ 2 __: __ 1 __ __ __ 0: 1 _- ___: __ __- 2: __- 3__Passivny:

Lub "0" txhais tau tias tus piv ntawm nruab nrab, "1" - "me ntsis", "2" - "tag", "3" - "tsis tshua muaj".

Raws li ib tug txoj cai, ib tug neeg uas xav nyob rau hauv ib co ntawm cov tswv yim, xws li "Liab Tuam Tshoj" thiab thov kom nws ntsuam xyuas nyob rau hauv ib tug xov tooj ntawm cov teev. Yuav kom ntsuam xyuas lub koom haum ntawm tus neeg teev yuav muab tag nrho nyob rau hauv ntau txoj kev.

semantic differential txoj kev yog siv rau ntau yam yog vim li cas.

Bipolar adjectival officers - yooj yim, nqi-zoo txhais tau tias ntawm ua rau nws tau mus nrhiav tau tej yam ntaub ntawv, raws li nyob rau hauv ib tug subjective kev nkag siab ntawm cov neeg connotative lub ntsiab ntawm lo lus. Cov peb qhov ntev, yuav tshwm sim mus ua ib lub zoo ntawm "kev thiab lub siab lub ntsws yam ntxwv" ntawm cov neeg.

Nyob rau hauv psychology, semantic differential yog siv nyob rau hauv neeg-lub hlwb rau lub ntsiab txhais ntawm "self-tswvyim." Lwm yam ntaub ntawv sau npe ntawm cov qauv ntawm cov semantic differential - kev ua lag luam kev tshawb fawb, tsom xam ntawm xov xwm, kev sib raug zoo cov kev tshawb fawb, tshwj xeeb tshaj yog cov khoom, tuam txhab uas muag, cov neeg, cov duab uas muaj yuav tsum tau analyzed.

Rau semantic differential yuav tsum tau txawj xav thiab ntse neeg. Nyob rau hauv tas li ntawd, lawv muaj ib tug zoo kev nkag siab ntawm cov lus yuav tsum tau "tsuab" nws finest sib txawv. Raws li ib tug txoj cai, nws yog tsis haum rau cov me nyuam, tiam sis yog ib tug loj hlob xaav ntawm cov menyuam kawm ntawv ntawm tus kws qhia ntawv mob txoj kev semantic differential. Lub cuab tam muab nthuav tau nyob rau hauv ciam cheeb tsam ntawm kev kawm yam lus thiab psychology.