MARIA N. POPOVA The preliminary idea for this report was to discuss the experimental procedure and the results of a study. The aim was to discover the emotion and assessment reactions of Sofia's citizens toward twelve signs, featuring a part of the capital's cultural symbolicity. Among these were symbols that referred to the totalitarian ideological legacy; other symbols were part of the traditional municipal culture or universal cultural symbols. The purpose of the study was to establish the degree of similarity according to the assessment features and to define the factors that are valid for the formation of semantic sign space. Osgood's method of the semantic differential was used, despite some of its insufficiencies. In our case this method was suitable because of the metric and dimensional assumptions of the degree of similarity. The results of this study did not bring much surprise. The ideological signs provoke negative attitudes. The traditionally cultural and universally cultural signs distribute between themselves positive judgment in the space defined by scales: 'noble -- mean', 'formidable -- repelling', 'clever -- stupid'. Certainly in this study there are interesting details from the point of view of social psychology. For example -- the signs of
Semiotica - Journal of the International Association for Semiotic Studies / Revue de l'Association Internationale de Sémiotique – de Gruyter
Published: Jan 1, 1993
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