scholarly journals Formation of Psychological Media Competence of Specialists in the Field of Advertising and Public Relations

2021 ◽  
Vol 12 (4) ◽  
Author(s):  
Ekaterina Kyshtymova
Keyword(s):  
Factor Analysis ◽  
Public Relations ◽  
Psychological Safety ◽  
Semantic Differential ◽  
Psychological Characteristics ◽  
Experimental Program ◽  
Formative Experiment ◽  
Psychological Analysis ◽  
Media Communications ◽  
Media Texts

The importance of media competence research is connected with the totality of media communications; its psychological component is necessary for a person to understand the peculiarities of media influence and is, at the same time, poorly studied. For specialists in the field of advertising and public relations, psychological media competence (PMC) is of particular importance, since their activities involve the creation of an attractive product for the audience, while not violating the psychological safety of consumers. This determines the relevance of the presented research, the task of which was to analyze the components of psychological media competence among students. The study was conducted using the semantic differential (SD) method and a questionnaire methodology compiled by the author, which allows assessing the ability of a person to determine the psychological characteristics of media texts. Factor analysis, nonparametric Mann-Whitney and Kraskal-Wallis criteria were used for processing. The program developed by the author and tested in the course of the formative experiment is presented, it is aimed at increasing students’ PMC as of future specialists in the field of advertising and PR. 110 people participated in the study. A low level of students’ PMC was revealed. According to the analysis of the results of the experiment, a judgment on the effectiveness of the experimental program aimed at the development of psychological media competence, in particular, the skills of psychological analysis of media texts, is substantiated.

scholarly journals Age Peculiarities of Perceiving Advertisements with Antisocial Narrative

2018 ◽  
Vol 9 (2) ◽  
Author(s):  
Irina Kyshtymova ◽  
Natalia Pugatina
Keyword(s):  
Age Groups ◽  
Psychological Safety ◽  
Semantic Differential ◽  
Media Content ◽  
Moral Norms ◽  
Psychological Analysis ◽  
The Media ◽  
Scientific Significance ◽  
Semantic Differential Technique ◽  
Two Age Groups

The article substantiates the judgment on scientific significance and socially induced importance of psychological analysis of advertising messages, of their potential violating the psychological safety. It describes the algorithm of the psychological analysis of the media-narrative, presents the analysis of the advertising clip «Pepsi» and gives the data of its perception by the users of different age groups. The research of the semantic evaluation of the advertising video is carried out using a modified version of the semantic differential technique. Subjects of two age groups participate in it: adolescent and juvenile. The article reveals and describes four meaningful factors of advertising evaluation based on the data obtained. It makes the comparison of advertising semantics in different age groups and present its results. The article reveals that the degree of criticality in advertising video perception is different for the subjects of different groups, the media content with violation of moral norms constitutes the psychological danger for adolescents and can provoke destructive forms of behaviour.

scholarly journals The language of conspiracy: A psychological analysis of speech used by conspiracy theorists and their followers on Twitter

2021 ◽  
Vol 24 (4) ◽  
pp. 606-623
Author(s):  
Amos Fong ◽  
Jon Roozenbeek ◽  
Danielle Goldwert ◽  
Steven Rathje ◽  
Sander van der Linden
Keyword(s):  
Random Sample ◽  
Cognitive Processes ◽  
Language Use ◽  
Negative Emotion ◽  
Psychological Characteristics ◽  
Scientific Content ◽  
Psychological Analysis

This paper analyzes key psychological themes in language used by prominent conspiracy theorists and science advocates on Twitter, as well as those of a random sample of their follower base. We conducted a variety of psycholinguistic analyses over a corpus of 16,290 influencer tweets and 160,949 follower tweets in order to evaluate stable intergroup differences in language use among those who subscribe or are exposed to conspiratorial content and those who are focused on scientific content. Our results indicate significant differences in the use of negative emotion (e.g., anger) between the two groups, as well as a focus, especially among conspiracy theorists, on topics such as death, religion, and power. Surprisingly, we found less pronounced differences in cognitive processes (e.g., certainty) and outgroup language. Our results add to a growing literature on the psychological characteristics underlying a “conspiracist worldview.”

Factor analysis of semantic differential data

1981 ◽  
Vol 15 (6) ◽  
Author(s):  
P. Coxhead ◽  
J.M. Bynner
Keyword(s):  
Factor Analysis ◽  
Semantic Differential

ESTIMATES OF IMPRESSIONS BASED ON FREQUENCY OF BLINKING

2001 ◽  
Vol 29 (2) ◽  
pp. 159-167 ◽  
Author(s):  
Yasuko Omori ◽  
Yo Miyata
Keyword(s):  
Factor Analysis ◽  
University Students ◽  
Impression Formation ◽  
Semantic Differential ◽  
Semantic Differential Scale ◽  
Japanese University

The purpose of this study was to investigate the influence of frequency of blinking on creating a personal impression. The subjects were 88 Japanese university students, 35 males and 53 females, who rated stimulus persons on a seven-point semantic differential scale. The stimulus persons, two males and two females, were presented on a 20-second video simulating various blink rates, i.e., 3, 6, 9, 12, 18, 24, 36, 48, 72, and 96 blinks/min. A factor analysis of the ratings yielded three factors, interpreted as Nervousness, Unfriendliness, and Carelessness. As the frequency of the stimulus persons'blinking increased, so did the tendency to rate them as more nervous and more careless. As for Unfriendliness, there was a U-shaped relation between the frequency of blinking and the impressions formed. Present results provide evidence that frequency of blinking plays an important role in impression formation. Further implications of the findings are discussed.

scholarly journals Specificity of the relationship between emotional and conceptual components of educational motivation

2018 ◽  
Vol 14 (2) ◽  
pp. 77-85 ◽  
Author(s):  
I.I. Vartanova
Keyword(s):  
High School ◽  
Factor Analysis ◽  
High School Students ◽  
Semantic Differential ◽  
School Life ◽  
School Students ◽  
Educational Motivation ◽  
Cognitive Motivation ◽  
Sexual Characteristics ◽  
The Relationship

The purpose of this work was to study the sexual characteristics of the relationship between the emotional reflection of high school students in the objects-values of school life and their awareness of the reasons for the need for schooling (motivation). Separately for groups of boys and girls, the following were revealed: 1) the structure of the emotional attitude to the values of school life by means of factor analysis of estimates using the method of the Semantic Differential; 2) the correlation of the identified factors with different explanations-motivations of the reasons for schooling (70 options). Schoolchildren of grades 9—11 (15—17 years) of two schools in Moscow were studied, only 253 pupils (132 boys and 121 girls), including 90 students at the same time (48 boys and 42 girls). As a result, it was found that boys have 3 factors of emotional attitude to learning (cognitive motivation, avoidance and affiliation), while girls have 4. In addition to three similar to boys, they have a communication factor. The interrelationships of these factors-motives with the variants of a conscious explanation of the reasons for the need for schooling were revealed, which made it possible to discover the qualitative specifics of the conceptual sphere of students of different sexes.

Professional and Lay Observers' Impressions of Preschoolers Wearing Hearing Aids

1980 ◽  
Vol 45 (3) ◽  
pp. 415-422 ◽  
Author(s):  
Jeffrey L. Danhauer ◽  
Gordon W. Blood ◽  
Ingrid M. Blood ◽  
Nancy Gomez
Keyword(s):  
Factor Analysis ◽  
Hearing Aids ◽  
Hearing Aid ◽  
Semantic Differential ◽  
Normal Hearing ◽  
Semantic Differential Scale ◽  
Body Type ◽  
Factor I ◽  
Factor Ii ◽  
Photographic Slides

This study determined whether professional and lay observers had similar impressions of preschoolers wearing hearing aids and if the size of the aid affected ratings. Stimuli consisted of three photographic slides of nine normally-hearing and speaking male preschoolers wearing (1) a body-type hearing aid, (2) a post-auricular type aid, and (3) no aid. Slides were accompanied by taped speech samples. Stimuli were presented to 75 professional and 75 lay observers who rated the children on a semantic differential scale containing 15 adjectives. Ratings were submitted to a factor analysis revealing Factor I as achievement and Factor II as appearance. Results of MANOVAs revealed that neither professional nor lay observers discriminated against the children on appearance regardless of the presence of a hearing aid, but that both groups rated them significantly poorer on achievement when an aid was present. Lay observers' ratings showed a bias against the size of the aid, while professionals exhibited negative impressions whenever an aid was present, regardless of its size. These findings indicate that the "hearing aid effect" was present on variables of achievement even for normal-hearing preschoolers.

scholarly journals Study of Psychological factors Affected to intention of student to Entrepreneurship (Case study Agriculture and Natural Resources Students Campus at Razi University in Kermanshah Province)

2015 ◽  
Vol 9 (1) ◽  
pp. 12-16
Author(s):  
N. Afsharzadeh ◽  
A. H. Papzan ◽  
F. Rostami ◽  
F. Ghorbani Piralidehi ◽  
A. Pirmoradi
Keyword(s):  
Factor Analysis ◽  
Natural Resources ◽  
Internal Control ◽  
Psychological Factors ◽  
Simple Random Sampling ◽  
Entrepreneurial Intention ◽  
Psychological Characteristics ◽  
Main Research ◽  
Analysis Technique

The main purpose of this research was to examine the influence of psychological characteristics on entrepreneurial intention of agriculture and natural resources students at Razi University in Kermanshah Province. A total of students (N= 258), with and without entrepreneurial education were selected on the basis of simple random sampling (n= 146). The main research tool was a questionnaire. 32 items of psychological characteristics in the form of a questionnaire was developed by the researchers to gather the required data. Factor analysis technique was used to analysis the data.  Factor analysis showed that six psychological factors affected on entrepreneurial intention of agriculture and natural resources students including; need to progress, self-efficacy, internal control, risk taking, creativity and the need for the independence. Researchers encouraged educators to promote and develop these psychological characteristics affected on entrepreneurial intention through creating entrepreneurial context such as by supervising agricultural experience programmers, experiential learning and participatory teaching. Furthermore, it was pointed out that entrepreneurial intention could be improved by self directed learning.DOI: http://dx.doi.org/10.3126/ijls.v9i1.11920 International Journal of Life Sciences Vol.9(1) 2015 12-16

Insufficiency of Product-Moment Correlation for Factor Analysis of Bipolar Measurements

1994 ◽  
Vol 79 (3_suppl) ◽  
pp. 1647-1665 ◽  
Author(s):  
Oliver C. S. Tzeng
Keyword(s):  
Factor Analysis ◽  
Cognitive Processes ◽  
Semantic Differential ◽  
Psychological Constructs ◽  
Alternative Index ◽  
Beta Coefficient ◽  
Similarities And Differences ◽  
Criteria For Evaluation

This study examined the problems in using product-moment correlations for the 2 general functions of factor analysis, identification (or verification) and use of psychological constructs embedded in bipolar ratings. For illustration, a set of fictitious semantic differential ratings, with known structural similarities and differences between concept profiles, were factored. The results were assessed against 12 criteria for evaluation derived from simultaneous considerations of issues in statistics, measurement, and psychosemantics. It was concluded that solutions from factor analysis of r coefficients do not identify or verify underlying attributional relationships among concepts implicit in subjects' cognitive processes and manifest in ratings. An alternative index, Beta Coefficient, was then used to illustrate its advantage in analysis of the hypothetical bipolar ratings. Implications of the present study are discussed.

Eyeblinks in Formation of Impressions

1996 ◽  
Vol 83 (2) ◽  
pp. 591-594 ◽  
Author(s):  
Yasuko Omori ◽  
Yo Miyata
Keyword(s):  
Factor Analysis ◽  
Semantic Differential ◽  
Semantic Differential Scale

The purpose of this study was to investigate the influence of frequency of one's eyeblinks on creating a personal impression. The subjects, 102 males and 127 females, ages 15 to 60 years, rated on a 7-point semantic differential scale a rarely blinking person or a frequently blinking person described on a question-sheet. A factor analysis of the ratings yielded three factors, interpreted as Nervousness, Unfriendliness, and Lack of intelligence. The frequently blinking person was rated as more nervous and less intelligent than the rarely blinking person. Present results provided evidence that frequency of eyeblinks may play an important role on the formation of impressions. Further implications of the findings are discussed.

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