Gender Differences in Emotional Connotative Meaning of Words Measured by Osgood's Semantic Differential Techniques in...

Semantic differential techniques are a useful, well-validated tool to assess affective processing of stimuli and determine how that processing is impacted by various demographic factors, such as gender. In this paper, we explore differences in connotative word processing between men and women as measured by Osgood's semantic differential and what those differences imply about affective processing in the two genders. We recruited 94 young participants (47 men, 47 women, ages 18-39) using an online survey and collected their affective ratings of 120 words on three rating tasks: Evaluation (E), Potency (P), and Activity (A). With these data, we explored the theoretical and mathematical overlap between Osgood's affective meaning factor structure and other models of emotional processing commonly used in gender analyses. We then used Osgood's three-dimensional structure to assess gender-related differences in three affective classes of words (words with connotation that is Positive, Neutral, or Negative for each task) and found that there was no significant difference between the genders when rating Positive words and Neutral words on each of the three rating tasks. However, young women consistently rated Negative words more negatively than young men did on all three of the independent dimensions. This confirms the importance of taking gender effects into account when measuring emotional processing. Our results further indicate there may be differences between Osgood's structure and other models of affective processing that should be further explored.