What is selective attention in the study of propaganda?

In the study of propaganda, selective attention is a psychological mechanism that individuals use to cope with severe communication overload. Because people are bombarded daily by far more information, symbols, and messages than they can process, they consciously or unconsciously filter their intake by paying attention to only a few media sources.1

Research indicates that individuals typically gravitate toward media, leaders, and role models that align with their existing beliefs and prejudices. Rather than seeking to learn new information or challenge their own philosophies, people generally use these communications to gain psychological reassurance.1

This behavior is a critical factor for propagandists, who must identify which media their intended audience already heeds. To successfully capture and hold an audience's attention, propagandists often find they must craft messages that do not depart significantly from what the audience already wants to believe. Consequently, propaganda is most effective when it is packaged to feel familiar and reassuring, with only minor elements of novelty or truth that might otherwise cause psychological discomfort.1