Affective and cognitive components of socio-cultural attitudes
Abstract
Affective and cognitive components of socio-cultural attitudes
Incoming article date: 25.11.2015The relationship between the affective and cognitive components of attitudes in relation to a surrounding cultural landscape is investigated on a concrete example. The functions of distribution of perception level for cultural infrastructure are calculated on the basis of the experimental results obtained in May-June, 2015 by questioning among students of DonSTU. The emotional component was determined by technology of semantic differential. The primary data were processed in the nonlinear model developed within the catastrophe theory. The cognitive component was found by a technique of direct poll with the subsequent factorization by a classical method and allocation of key parameter. The difference in affective and cognitive perception of cultural infrastructure is discovered. At the group level the number of respondents which declared positive and strongly positive cognitive assessment are 10% more than for emotional one. With neutral perception, on the contrary, is 7% more on an affective indicator. In general on group the cognitive assessment is overestimated, the average level of emotional perception of infrastructure is 0,14 and cognitive is 0,27 (on a scale from -1 to +1). At the individual level these indicators among themselves practically don't correlate (Pearson's coefficient is 0,2).The received results say that the standard technique of direct poll at research of a cultural landscape is limited and it should be supplemented with the analysis of emotional perception. Such analysis for the considered audience is provided in work.
Keywords: cultural attitudes, affective component, cognitive component, questioning, semantic differential, nonlinear model, theory of accidents, function of distribution, perception assessment