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Charles Egerton Osgood

Charles Egerton Osgood (November 20, 1916 – September 15, 1991) was a distinguished American psychologist who developed a technique for measuring the connotative meaning of concepts, known as the semantic differential. Semantic differential is a type of a rating scale designed to measure the connotative meaning of objects, events, and concepts. The connotations are used to derive the attitude towards the given object, event or concept. Charles Egerton Osgood and Wilbur Schramm proposed Circular Model of Communication (1954) in an attempt to rectify the earlier linear models of communication. Circular Model of Communication consisting of Encoder, Decoder and Interpreter.
Charles E. Osgood together with his colleagues investigated how humans think and communicate and discovered that all words used in natural language are decomposed by the human cognitive process into mostly three dimensions that he called Evaluation, Potency, and Activity (EPA).

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