Measure Description

The Situational Communication Apprehension Measure (SCAM) is a psychometric tool designed to assess the communication anxiety an individual experiences in specific communicative situations. Unlike other scales that measure general communication anxiety, the SCAM focuses on anxiety triggered by particular communication scenarios.

Data Analysis and Use

The analysis of responses to the SCAM involves evaluating answers to various statements related to specific communicative situations. Responses are typically rated on a five-point Likert scale (from 1=Strongly Disagree to 5=Strongly Agree). These statements may include situations such as:

  • Public speaking
  • Professional meetings
  • Social events
  • Interpersonal discussions
  • Group activities

Objective

The objective of the SCAM is to provide a detailed assessment of the communication anxiety an individual experiences in various communicative situations. This can help researchers and professionals better understand how specific situations affect anxiety levels and develop strategies to reduce anxiety in these situations.

Calibration

Calibration of the SCAM involves calculating total scores for each communicative situation as well as an overall communication anxiety score. These scores can be categorized to indicate the levels of communication anxiety experienced by the individual in different situations:

  • Low communication anxiety: Indicates low levels of anxiety across various situations.
  • Moderate communication anxiety: Indicates moderate levels of anxiety across various situations.
  • High communication anxiety: Indicates high levels of anxiety across various situations.

Bibliography

McCroskey, J. C. (1970). Measures of communication-bound anxiety. Speech Monographs, 37(4), 269-277.

Richmond, V. P., & McCroskey, J. C. (1989). Communication: Apprehension, avoidance, and effectiveness. Gorsuch Scarisbrick.

McCroskey, J. C., & Beatty, M. J. (1984). Communication apprehension and accumulated communication state anxiety experiences: A research note. Communication Monographs, 51(1), 79-84.

Daly, J. A., & McCroskey, J. C. (1984). Avoiding communication: Shyness, reticence, and communication apprehension. Sage Publications.