Visually Oriented Self Report Scales vs. Semantic Differential Scales

I am posting this blog for my Communication 333 Persuasion course. Within this post, I will be analyzing visually oriented self-report scales alongside semantic differential scales. Visually oriented self-reporting scales are scales that represent both favorability and un-favorability in degrees, while semantic differential scales are based solely on the connotative meaning of the words that are being communicated (Glass, Seiter, 2014 p. 45). An example of a visual oriented scale would be the scale that doctors use to dictate pain levels to small children. These different levels are often depicted with faces that range from smiling and vibrant, all the way to distressed and crying. Semantic scales are represented differently. While they are still used as ways to gauge pain or problem, they are characterized most often by being wordier than the latter. These scales are also characterized by ranges from one extreme to another. Often, jobs will use these scales as part of their application process when developing candidate profiles. These scales will often as you to place your opinion to a question on a scale of very agreeable to very disagreeable, with several variations of these feelings in the middle. These scale typically have much larger numbers such as one through ten or larger.

The benefits of the visually oriented self-report scale is that it makes it easier to pick out feelings that pertain to the specific idea or question. These scales are excellent to use with some who has limited literacy or mental capacity in any way. This allows the viewer to make a connect that does not require a hardwired understanding of the phrases, instead, it allows them to pick out some they feel mirrors what they are internalizing based off of similarities they may feel they project. Another benefit is that this scale may assist with individuals who may have a language barrier for whatever reason. For the most part, facial expression are a universal understanding and these could be a bridge for the gap. The benefits of a semantic differential scale is that it allows viewers to be more in-depth with their thought process. It gives different levels to thoughts or feelings and allows for a more in-depth analysis of feelings, which could help with developing a more well-rounded profile of a person. For employers, this gives them an insight into the way a candidate thinks, which may help them make a more informed decision during the hiring process.

While both of these have scales have many positives, there are some drawbacks to using these to gather information. On potential problem is there being a misrepresentation of information caused by someone having to articulate themselves within a time constraint. If someone is feeling pressured, they may give information about how they are feeling that may not be accurate. Often when it comes to self-reporting, one may find themselves giving information that is deemed more socially acceptable or desirable (Glass, Seiter, 2014 p. 46). This may result in false report of feelings, which could prove to be problematic when gathering, entering, and analyzing data or information.

When analyzing TRA an ELM, there is a measuring of the person’s attitude as a component of mannerisms, which should be analyzed for further explanation. ELM or Elaborated Likelihood Model, is the “high involvement increase of the likelihood of central processing and decreases reliance on the credibility” (Litezenmayer, 2016). Central processing evolves increased mental effort and cognitive elaboration, while peripheral processing use mental short cuts and is based on reflexes. TRA or the Theory of Reasoned Action, is based on the feeling of social pressure that may alter are behaviors and/or actions (Lietznmayor, 2016). TRA is a process that involves a compilation of internal struggles, or the lack there of, societal influences and personal perception of situations.

This assignment has given me a broader understanding and perspective on the measuring scales I have encounter in several different aspects of my life. This assignment gave me an understanding of when/how to use these specific scales, as well as alternatives techniques. AS someone who administers these often, I will remember to view each one with much more scrutiny and to be aware of other factors and influencers.