Wednesday, 26 September 2018

Selective Perception Theory- Communication theories


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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