PERCEPTION MANAGEMENT Meaning and
Definition
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Perception management refers to the process of influencing and controlling how individuals or groups perceive information, events, or situations. It involves the deliberate and strategic manipulation of thoughts, opinions, and attitudes in order to shape public opinion, maintain a favorable image, or achieve a particular objective.
Perception management typically involves the use of various techniques, such as public relations, advertising, propaganda, and media manipulation. These techniques are employed to shape the way information is presented, framed, or distributed to the public, often with the intention of creating a specific perception or influencing behavior. By carefully selecting and controlling the message, its delivery, and its reception, perception management seeks to shape public opinion in a way that supports a particular agenda or narrative.
Organizations, governments, political parties, and individuals often engage in perception management to maintain or enhance their reputation, gain support for their policies or initiatives, or counter negative publicity. This can include efforts to emphasize positive aspects, downplay negative aspects, or even distort the truth to promote a desired narrative. Perception management can be done through various channels, such as traditional media, social media platforms, or interpersonal communication.
However, perception management is not limited to public relations or organizational communication. It also encompasses personal interactions and self-presentation, where individuals consciously or unconsciously manage how they are perceived by others, often in order to create a positive impression or achieve personal goals.
Etymology of PERCEPTION MANAGEMENT
The etymology of the phrase "perception management" can be traced back to the Latin word "perceptio", which means "perception" or "understanding". The term "management" comes from the Old French word "ménagement", derived from the Latin word "manus" (hand) and "agere" (to lead). Over time, the concept of "management" evolved to refer to the act of organizing, controlling, and directing something.
The combination of these two words resulted in the concept of "perception management", which refers to various strategies, techniques, and activities aimed at influencing or shaping public opinion, individuals' understanding, or the way someone perceives certain information, events, or ideas. The term gained popularity in the late 20th century, particularly in the fields of public relations, communication, and politics.
