An information theoretic measure for the evaluation of ordinal scale data

This article describes a new measure of dispersion as an indication of consensus and dissention. Building on the generally accepted Shannon entropy, this measure utilizes a probability distribution and the ordered ranking of categories in an ordinal scale distribution to yield a value confined to the unit interval. Unlike other measures that need to be normalized, this measure is always in the interval 0 to 1. The measure is typically applied to the Likert scale to determine degrees of agreement among ordinal-ranked categories when one is dealing with data collection and analysis, although other scales are possible. Using this measure, investigators can easily determine the proximity of ordinal data to consensus (agreement) or dissention. Consensus and dissention are defined relative to the degree of proximity of values constituting a frequency distribution on the ordinal scale measure. The authors identify a set of criteria that a measure must satisfy in order to be an acceptable indicator of consensus and show how the consensus measure satisfies all the criteria.     

The influence of negative advertising frames on political cynicism and politician accountability

This research examined the influence of negative political advertising frames on the thoughts and feelings people generate in response to campaign advertising. Preparing and conducting this investigation involved the use of a multiple‐method strategy. Content analysis identified two advertising frames (i.e., candidate theme and ad hoc issue advertisements) and two experiments separately induced political cynicism and politician accountability. Three hundred and sixty people participated in the experimental studies, in which they read and responded, using a thought‐listing technique, to candidate theme or ad hoc issue negative advertisements. Results demonstrated that participants were more likely to generate cynical comments and hold politicians accountable for the country's ills when reading candidate theme advertisements than ad hoc issue advertisements. The results indicate that this contributes to a political climate of cynicism and may function to erode the electorate's overall trust in government.