Excess Noise Knowledge Base

Definitions for those who work in communications and perception

Knowledge Base

Perception

You are human. You have senses. You use those senses to see, hear and otherwise sense the world around you. Your brain registers these signals and makes sense out of them. You relate the newly acquired message to your past. You also relate it to your hardwiring; actually your brain does it all on its own. It decides whether the message has anything to do with fear, hunger or any of your other genetically inherited functions.

Ultimately you will decide what to do with this information and that is where perception ends. Perception basically goes from the moment those signals were acquired until you decided what to do with the ensuing message. Your perception will then result in some form of action. You may choose to do something, or not. You may choose to like something, or not. You may even use the information to generate a response.

Some have equated perception with attitude. We agree but would add a dose of interpretation to that. Attitude is the outcome of an interpretation. Others would add action to it as well, believing that perception is actually over when you act. In the context of Communications and Perception Analysis, we keep the action part separate but we do include the decision, hence the interpretation and attitude.

For Communications and Perception Analysis, we divide perception into two categories:

Uninformed perception is the act of sensing and interpreting without parallel input designed to influence said perception. You see something and interpret it for what it is.

Informed perception occurs when the target’s interpretation is being affected by additional information designed to influence the perception.

There are fewer and fewer opportunities for uninformed perception. In today’s world, most of what we perceive comes with a dose of additional information acquired prior to the sensory act, hence the relevance of the Imprinting and Interference filters.

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Popularity

Popularity is a word that is often misused. Some associate the word with ‘many’ people liking something. In fact, though similar, the word means when something – an idea, a person or an object – is in vogue or trending. Another accepted meaning of the word is when something is sellable or marketable. In communications we simply… Continue Reading

Pre facto

Communications Analysts, unlike most communications professionals, evaluate a message prior to its dissemination, also known as doing something pre facto or before the fact. Continue Reading

Psychographic Analysis

Psychographic analysis is the deepest level of communications and perception analysis. Psychographic analysis is analysis relative to quantified human emotions. Granted, at times it is easy to deceptively appear stereotypical but this is not the case. Take for instance pasta. If you were do engage in a psychographic analysis of Italians and pasta, you’d be… Continue Reading

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Public interest

For many years we have sought that single term that regrouped the many organizations who do many good deeds around the world. There are non-governmental organizations, charities, associations, foundations, the United Nations, community-based organizations and many more types of organizations. Most are non-profit, some are not, so calling them non-profits or not-for-profits does not work… Continue Reading

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This glossary of definitions is not intended as an academic reference. It is an exercise in thinking on our part. We hope to grow it and welcome any suggestions you may have.