Osgood technique for computer-assisted media monitoring

Abstract

The Osgood method helps to find the connotative meaning of the notion. The paper describes how this method can be «computerized». Based on the media materials and semantic differential technique developed by Osgood, the authors provide an analysis of the attitudes towards migrants and the image of migrant in the Russian print media in 2011—2014. The authors compare the results obtained with the results of the study conducted by VCIOM in 2015—2016 using the survey technique. As the results of the computer-assisted monitoring correlate with the data of the public opinion survey, the authors draw conclusions about the effectiveness of the computer-aided technique developed by Charles Osgood.