You see a beautiful painting. It’s a portrait of your great, great grandma. You see her gorgeous blue eyes and her soft skin. Her hair blows in the wind as she’s running down the sandy beach at dusk. You see her exquisite smile, but do you actually?
In the chapter, The Role of Perception in Communication, the authors define perception as a way in which humans decipher all of the sensory information they acquire. The authors disclose the psychological factors that influence perception, barriers in perception, and expand on the effects subliminal messaging has on us.
Through research, psychologists have proved that every human perceives or “sees” differently. There are many factors that contribute to having different outlooks on a topic. These include assumptions based on past experiences, attitudes, mood, cultural background, and motivations. For example, in an experiment that used hypnosis, the subjects’ moods directly affected how they perceived an image in their heads. This is very interesting to me because this idea could be used in other aspects of life. I believe you could use this in saying if you had a positive outlook on life in general, you will perceive your life in a brighter way.
The authors also explained the barriers in perception. These barriers (selective exposure, selective perception, and selective retention) directly affect mass communication. Selective exposure is when humans will expose themselves to ideas and situations in which their moods agree with. This factor limits the things and ideas we can perceive. Selective perception is the process in which people only perceive what they want in messages or media and overlook conflicting viewpoints. This also leads to a limited outlook on life and doesn’t allow the individual to perceive the world entirely. The last barrier in perception is selective retention. Selective retention is to only remember specific information that is in congruence with our wants, attitudes, and needs. Evidence for selective retention is stemmed from Allport and Postman since they found that certain topics were constantly forgotten about when individuals described images. All of these barriers can also be seen as defenses to harmful ideas and situations. I agree with this idea, although these barriers do more than defend. They create a closed, small mindset, and don’t allow people to grow and observe the world in contrasting manners.
At the end of the chapter, the authors introduce subliminal messaging and how it affects us. In the late 1900’s it became widely known that it was used in marketing. It was used to make consumers unconsciously see an advertisement, which would in turn make them buy that said product. Subliminal advertising was soon banned in the U.S, Great Britain, and Australia, but this concept intrigued me. Last semester, I took Psychology 101 and there was a whole chapter dedicated to subliminal messages and how they affect us. But, psychologists say that even today subliminal messaging is used daily, but we have no idea. Is this some nutty theory psychologists came up with, or is it actually something we should look into?
In the chapter, the authors outlined some psychological factors that contribute to perception, explained some of the barriers in perception, and explained how subliminal messaging affected us. Perception will always make us question everything we see with our very own eyes. Hopefully one day we will be able to grasp the bewildering concept of perception.

