Selective
Perception Theory
Selective Perception Theory implied that a person decodes a given media
message in a way that the meaning is in alignment with one’s personal beliefs,
disposition and attitudes.
Stanley Baran and Dennis Davis in their book, “Mass Communication
theory: Foundations, ferment and Future” mention that “Selective Perception is
the mental or psychological recasting of a message so that its meaning is in
line with person’s beliefs and attitudes.”
Often, while consuming media, we tend to be biased when we interpret the
message to conveniently suit our thoughts, attitudes and views. This is the
basic component of the Selective Perception Theory.
Gordon Allport and Leo Postman’s in their study of rumour in 1945 provide
an ideal example of selective perception research. It is said that the two
psychologists showed the picture of a fight aboard a train to some persons. The
fighters were a Caucasian Male grasping a Razor and an unarmed Afro- American
Male. The persons who saw the scene were further asked to communicate the scene
to others. It is said that in a later stage, the white people recounting the
story of this picture would inevitably be confused, and would end up saying that
the razor was in the hands of the Afro- American (black man).
The Concise Encyclopedia of Communication says that ‘When information
is processed in the course of everyday experiences, the information is
integrated into existing concepts stored in memory. Those concepts that are at
the Top of Mind are the most likely to be retrieved in everyday experiences,
and thus are most likely to be used in interpreting everyday experiences. This
bias toward the most accessible constructs in memory for interpreting
situations defines the concept of selective perception.’ (Selective Perception and Selective retention by
L.J Shrum, HEC Paris, Concise encyclopedia of Communication. Wolfgang Donsbach,
Wiley pulishers)
Kindly read the above mentioned books for a detailed understanding of the same.
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