It is well known that human society cannot evolve or exist in the absence of a general and a coherent structure.
In this context, Police plays a central role, operating as a rule of law institution. Thus, as the basic element of the
criminal justice system, Police is responsible for enforcing the law by democratic methods, primarily involving
close cooperation with the public, respect for individual rights and constitutional guarantees, and the resort to
force in as little. Therefore, in a society which has become increasingly more complex, the role of the police tends
to be versatile, so that the outcomes, or in other words, its effectiveness, ultimately depend on a wide range of
factors. Special attention is given to the relationship with the community and to public image of the institution.
Regarding the analysis of an organizational image is improper to talk about a single image, but rather about a
complex and multifaceted one (Halic & Chiciudean, 2004), approachable from different perspectives / groups
(also known as stakeholders or corporate audience).
In practice it‟s difficult to study all of the indicators of an organization's image. Therefore, we focused on the
employees‟ image as a highly relevant imagological component for Police organization, based on the fact that the
image of an institution is largely influenced by the interaction of its members with the outside world (Hatch &
The image assessment can be performed by several methods, each with various levels of operationalization
and discriminative capacity (Chiciudean & Ţones, 2010). In this area, most frequently were used the public
opinion polls and only few studies resorted to semantic differentiators (de ex. Meško, Umek &Musek, 1996), in
spite of their potential advantages: being a simple, economical, reliable and cross-concept comparison technique
(Heise, 1970, 2010).
The Semantic Differential Scale (SDS), introduced in behavioral sciences by Osgood and his associates
(Osgood, Suci & Tannenbaum, 1957), is a very general technique of measurement, that has to be adapted to each
research context, depending on the goals and aims of the study (Verhagen & Meents, 2007). The original form
proposed by Osgood et. al (1957) was structured on three dimensions: Evaluation, Potency and Activity, and has
been confirmed by previous pan-cultural studies (eg. Heise, 1970; Jakobovits, 1966; Osgood, May & Miron,
1975, etc.). Evaluation relates to goodness or badness, morality, utility, etc., Potency to magnitude, social power,
strength, expansiveness, etc., whereas Activity relates to speed, animation, spontaneity, etc. (Heise, 2010).
Although it was frequently used to measure attitudes (Osgood et al., 1957) or meaning of concepts (Doyle &
Bottomley, 2010; Mindak, 1961), SDS has proven useful in many areas, including in the assessment of
organizational image (de ex. Bonner & George, 1988; Van Heerden & Puth, 1995).
In order to...