Semantic Differential Scale to Assess the Public Image of Police

1859 Words 8 Pages
1. Introduction
It is well known that human society cannot evolve or exist in the absence of a general and a coherent structure.
In this context, Police plays a central role, operating as a rule of law institution. Thus, as the basic element of the criminal justice system, Police is responsible for enforcing the law by democratic methods, primarily involving close cooperation with the public, respect for individual rights and constitutional guarantees, and the resort to force in as little. Therefore, in a society which has become increasingly more complex, the role of the police tends to be versatile, so that the outcomes, or in other words, its effectiveness, ultimately depend on a wide range of factors. Special attention is
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The Semantic Differential Scale (SDS), introduced in behavioral sciences by Osgood and his associates
(Osgood, Suci & Tannenbaum, 1957), is a very general technique of measurement, that has to be adapted to each research context, depending on the goals and aims of the study (Verhagen & Meents, 2007). The original form proposed by Osgood et. al (1957) was structured on three dimensions: Evaluation, Potency and Activity, and has been confirmed by previous pan-cultural studies (eg. Heise, 1970; Jakobovits, 1966; Osgood, May & Miron,
1975, etc.). Evaluation relates to goodness or badness, morality, utility, etc., Potency to magnitude, social power, strength, expansiveness, etc., whereas Activity relates to speed, animation, spontaneity, etc. (Heise, 2010).
Although it was frequently used to measure attitudes (Osgood et al., 1957) or meaning of concepts (Doyle &
Bottomley, 2010; Mindak, 1961), SDS has proven useful in many areas, including in the assessment of organizational image (de ex. Bonner & George, 1988; Van Heerden & Puth, 1995).
In order to measure the meaning of the concept, the semantic differentiator usually uses a five or seven points scale, based on a list of bipolar paired terms, with opposite meaning. According to their disposition, attitude or image of the assessed construct, for each contrasting pair respondents select a point on the interval. Each interval is expressed by