Affective images of the public political mind: Semantic differential reference frames for an experience of the 1988 presidential campaign

Abstract

What was the public experience of the 1988 presidential campaign? Those “hot” affective cognitions or “images” of the political ‘ ‘public mind “were assessed using the technique of the semantic differential. Four “reference frames” were identified (Distrust, Boredom, Comedy, and Familiarity) for interpreting one group's experience of the presidential and vice‐presidential candidates, the former President Reagan, the ideological labels of liberal or conservative, and their regard for the media/press. The results are discussed relative to the history of the method and as a retrospective analysis of the election outcome. Empirically based speculation also suggested the potential for alternative outcomes. Future analyses of the political “public mind” through the metaphors of the semantic differential are encouraged.

Key words:

• Affect
• Boredom
• Comedy
• Distrust
• Familiarity
• images
• semantic differential
• 1988 presidential campaign