Note Introduction to Communication Research: The First Basic Steps


  • Sharif al Mujahid


Since the articles publish in Weekend Reviews and journals like Pakistan Perspectives are usually anchored in Communication Research it is incumbent that the first basic steps in that Research are delineated first. The first steps consist of three basic exposures i.e. selective exposure, selective perception and selective retention. a. Selective exposure means that you expose yourself to those events or developments you’re already familiar with. If that is, if you’re PMLN fan you don’t usually expose yourself to PPP meetings or events. That is you strengthen your already antecedent perception all the more-to the exclusion to other perceptions. b. Selective perception means that even when you expose yourself to selective exposure you try to pursue only those developments or events that you’re at home with. Since you don’t expose yourself to other perceptions you get yourself confirmed or strengthened in your own persistent views. c. Finally, selective retention means that you retain only such perceptions which again are antecedent to your previous perceptions. In any case, the differences wrought by exposing yourself to different views are great, even monumental. This is seen in the respective stance of Quaid-e-Azam Mohammad Ali Jinnah and Mohandas Karam Chand Gandhi on the federal part of the Government of India Act, 1935-1940. Jinnah use to expose himself to all sorts of document, word by word and formulated his stance in the light of his readings.