Role Of Perception In Communication

Communication is a two-way process of reaching mutual understanding, in which participants not only exchange information, news, ideas and feelings but also create and share meaning. In general, communication is a means of connecting people or places. The word "communication" has been derived from a Latin word "communis" which means to share something or hold in common. In simple, we can conclude communication is a process of exchanging information, ideas, thoughts, feelings and emotions through speech, signals, writing or behavior.

However, perception plays the role in communication as one of the elements in communication. Perception is a process which people translate the sensory impressions into a coherent and unified view of the world around

the simpler and more straightforward the message, the easier it is to perceive. In any type of communication, there 's always the chance that the intended meaning is lost in the communication. Because of different personalities, cultural differences or past experiences, what one person intends to communicate may be differently perceived by another. Some of the factors that influence perception and communication include self-perception, ;earned perception, environmental perception and cultural perception. Perception is at the heart of communication and everybody perceives things differently. That does not mean that one person is right and the other is wrong. It does mean that communication between individuals who have different perspective requires more understanding, negotiation, persuasion and tolerance of those differences.

Based on the case study given which is talking about the new Dove Campaign asks whether "selfies" defines beauty. This "selfie" campaign brought by Dove marks the 10th anniversary of Dove 's "Campaign for Real Beauty". The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 that includes advertisements, video, workshops, sleepover events and the publication of a book and the production of a play. The aim of the campaign is to celebrate the natural physical variation embodied by all women and inspire them

This message was delivered through a variety of communication means, including TV commercials, magazine spreads, talk shows, and a worldwide conversation via the Internet. Despite the immense popularity and commercial success of the campaign, it has also been subject to much criticism. Many critics have relentlessly questioned and brought into focus the campaign’s mixed messages, which have left some consumers feeling ambivalent towards the Dove brand. On the one hand, the Dove Campaign for Real Beauty can be viewed as espousing a positive message, with the goal of changing women’s attitudes toward their perception of beauty. On the other hand, consumers are also aware of the campaign’s conflicting goal, one that is imperative and alike to all advertising campaigns, which is to increase