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Selective Exposure, Perception and Retention

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43 views2 pages

Selective Exposure, Perception and Retention

Uploaded by

adsd4503
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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SELECTIVE EXPOSURE, PERCEPTION AND RETENTION

Selective exposure, perception, and retention in media emphasize how


individuals choose media content, interpret it, and retain information based
on personal preferences and beliefs. This process affects how media shapes
public understanding and memory.

 Selective Exposure

Definition: Selective exposure refers to the tendency of individuals to seek


out messages that are consistent with their existing attitudes, beliefs, and
values. It is based on the premise that people prefer to be exposed to
information that reinforces their preconceptions and avoid information that
challenges them.

Process: People selectively expose themselves to information that aligns


with their current viewpoints. This can occur through choosing media
sources, websites, and interpersonal conversations that support their beliefs
and values. For example, someone who holds a particular political view
might gravitate towards media outlets that reflect their perspective.

Impact: Selective exposure can influence attitudes and perceptions by


limiting exposure to divergent viewpoints, which can reinforce existing biases
and contribute to polarization. It impacts how individuals interpret and
respond to information, potentially leading to confirmation bias.

 Selective Perception

Definition: Selective perception refers to how individuals interpret


messages differently based on their existing beliefs, values, and experiences.
It is the subjective process of receiving, interpreting, and organizing
information from the environment.

Process: When individuals encounter information, they filter it through their


cognitive biases and preconceptions. This process can lead to different
interpretations of the same message, depending on the person’s
background, attitudes, and motivations. For instance, someone with a
negative view of a political figure might interpret their actions more critically
than someone with a positive view.

Impact: Selective perception can affect how messages are understood and
accepted. It contributes to miscommunication, misunderstandings, and the
reinforcement of stereotypes. It can also affect communication effectiveness
in interpersonal, organizational, and mass media contexts by altering the
message’s meaning based on individual differences.

 Selective Retention

Definition: Selective retention is the tendency of individuals to remember


and recall information that aligns with their preexisting attitudes, beliefs, and
experiences. It involves the process of storing information in memory and
the likelihood of recalling it later.

Process: After exposure and perception, individuals selectively retain


information that is consistent with their viewpoints. For example, a person
who supports a particular sports team may more readily remember positive
events involving that team. Memory recall is influenced by emotional impact,
frequency of exposure, and the strength of existing beliefs.

Impact: Selective retention can lead to the persistence of false information


and the reinforcement of stereotypes. It affects learning and memory in
communication by making it easier for individuals to recall messages that
confirm what they already know. This can impact educational settings,
advertising, and media literacy by making it harder for people to change
their minds.

Conclusion

These concepts are crucial for understanding how media, communication,


and interpersonal interactions are influenced by individual cognitive
processes, leading to selective engagement with information and shaping
beliefs and behaviors over time.

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