La percepción selectiva como efecto limitado en la era de la comunicación política

The effects caused by political communication in different environments it’s the work of every day of the discipline since its birth. In this sense, Klapper brings light when he warns of the limitation of only exposure to stimuli, to cause changes. As the exposure would cause further reinforcement of pre-existing behaviors. since the innate conditioners -of these subjects- determine the perception, attention and retention that they will have on a given subject. Thus, this article reflects on this issue and it tries to shed some light on the role that politicians and policy scientists have in the era of the mass media.