Semantic Differential Factor Structure Stability Across Subject, Concept, and Time Differences.

Area of Science:

• Political Psychology
• Social Psychology
• Communication Studies

Background:

• Political attitudes are shaped by significant national events.
• Understanding public perception of political figures is crucial for political science.
• The 1964 Presidential Election was a pivotal moment in American political history.

Purpose of the Study:

• To assess changes in student perceptions of political concepts.
• To identify underlying factors influencing political attitudes.
• To analyze the impact of the 1964 Presidential Election on student political views.

Main Methods:

• Utilized semantic differential ratings from 90 University of Maryland students.
• Collected data before and after the 1964 Presidential Election.
• Performed a combined factor analysis on responses from Johnson and Goldwater supporters.

Main Results:

• Two primary factors were identified: an evaluative factor and a dynamism factor.
• These factors represent key dimensions of political concept perception.
• Student responses indicated shifts in these dimensions post-election.

Conclusions:

• Political perceptions are structured by evaluative and dynamism dimensions.
• Electoral events can influence and alter these dimensions.
• Further research can explore these factors in different political contexts.