Methods of Psychosemantic for studying images of Political Leaders (PLs) Perception.

[Speaker] Mitina, Olga:1
[Co-author] Petrenko, Victor:1
1:Lomonosov Moscow State University (Russia)

The psychosemantic technique provides method of reconstruction the semantic spaces (SS) of images of PLs. SSs can be used as operational models of consciousness of separated individuals or specific public groups. One can analyze:
Categories of PLs' perception (dimensions of SS);
PLs' images' positions (as points in SS with coordinates equal scores on each category of SS);
Similarity/dissimilarity between different images of PLs:
How close to each other different points in SS are situated and what categories contribute the most part in the dissimilarity,
How strong diffusions between distribution of evaluations of different images are;
Representations of ideal PL;
Real PLs' proximities to the ideal PL.
On the base of comparison we can study:
Cross-cultural difference (having conduct research in different countries, in different regions of the same country, among different social groups etc.);
The dynamics in the perception of PLs (comparing SSs making in different time points).
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