Semantic differential

Semantic differential is a type of a rating scale designed to measure the connotative meaning of objects, events, and concepts.

Nominalists and realists
Theoretical underpinnings of Charles E. Osgood's semantic differential have roots in the medieval controversy between the nominalists and realists. Nominalists asserted that only real things are entities and that abstractions from these entities, called universals, are mere words. The realists held that universals have an independent objective existence either in a realm of their own or in the mind of God. Osgood’s theoretical work also bears affinity to linguistics and general semantics and relates to Korzybski's structural differential.

Semantic differential


Osgood's semantic differential was designed to measure the connotative meaning of concepts. The respondent is asked to choose where his or her position lies, on a scale between two bipolar words, or a range of words or numbers ranging across a bipolar position (for example, `Excellent', `Good', Adequate', `Poor', `Inadequate'; or from 5 (powerful) down to 1 (weak). The development of this instrument provides an interesting insight into the border area between linguistics and psychology. People have been describing each other since they developed the ability to speak. Most adjectives can also be used as personality descriptors. The occurrence of thousands of adjectives in English is an attestation of the subtleties in descriptions of persons and their behavior speakers of English developed over millennia. Roget's Thesaurus is an early attempt to classify most adjectives into categories and was used within this context to reduce the number of adjectives to manageable subsets, suitable for factor analysis.

Evaluation, potency, and activity
Osgood 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'. The 'strong-weak' adjective pair defines the potency factor. Adjective pair 'active-passive' defines the activity factor. These three dimensions of affective meaning were found to be cross-cultural universals in a study of dozens of cultures.

This factorial structure makes intuitive sense. When our ancestors encountered a person, the initial perception had to be whether that person represents a danger. Is the person good or bad? Next, is the person strong or weak? Our reactions to a person markedly differ if perceived as good and strong, good and weak, bad and weak, or bad and strong. Subsequently, we might extend our initial classification to include cases of persons who actively threaten us or represent only a potential, danger, and so on. The evaluation, potency and activity factors thus encompass a detailed descriptive system of personality. Osgood's semantic differential measures these three factors. It contains sets of adjective pairs such as warm-cold, bright-dark, beautiful-ugly, sweet-bitter, fair-unfair, brave-cowardly, meaningful-meaningless.

Semantic differentials can be used to describe not only persons, but also the connotative meaning of abstract concepts—a capacity used extensively in affect control theory.