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Charles Egerton Osgood (20 November 1916 – 15 September 1991) was an American psychologist and professor at the University of Illinois. [1] [2] He was known for his research on behaviourism versus cognitivism, semantics (he introduced the term "semantic differential"), cross-culturalism, psycholinguistic theory, and peace studies. [1]
Osgood and his colleagues performed a factor analysis of large collections of semantic differential scales and found three recurring attitudes that people use to evaluate words and phrases: evaluation, potency, and activity. Evaluation loads highest on the adjective pair 'good-bad'.
Frank Dance's helical model of communication was initially published in his 1967 book Human Communication Theory. [161] [162] [163] It is intended as a response to and an improvement over linear and circular models by stressing the dynamic nature of communication and how it changes the participants. Dance sees the fault of linear models as ...
One key activity in communication theory is the development of models and concepts used to describe communication. In the Linear Model, communication works in one direction: a sender encodes some message and sends it through a channel for a receiver to decode. In comparison, the Interactional Model of communication is bidirectional. People send ...
The item-total correlation approach is a way of identifying a group of questions whose responses can be combined into a single measure or scale. This is a simple approach that works by ensuring that, when considered across a whole population, responses to the questions in the group tend to vary together and, in particular, that responses to no individual question are poorly related to an ...
Level of measurement or scale of measure is a classification that describes the nature of information within the values assigned to variables. [1] Psychologist Stanley Smith Stevens developed the best-known classification with four levels, or scales, of measurement: nominal, ordinal, interval, and ratio.
In the study of complex systems and hierarchy theory, the concept of scale refers to the combination of (1) the level of analysis (for example, analyzing the whole or a specific component of the system); and (2) the level of observation (for example, observing a system as an external viewer or as an internal participant). [1]
Osgood at Harvard, c. 1886. William Fogg Osgood was born in Boston on March 10, 1864. [1] In 1886, he graduated from Harvard, where, after studying at the universities of Göttingen (1887–1889) and Erlangen (Ph.D., 1890), he was instructor (1890–1893), assistant professor (1893–1903), and thenceforth professor of mathematics.