Perception Management and New Media

Perception management refers to the strategic process of shaping and directing how individuals or groups interpret information and events. This concept, deeply rooted in psychological and communication theories, plays a critical role in influencing both individual and collective behavior within organizations and society at large. As defined by Kimmel (2013), perception involves interpreting and organizing external stimuli through one’s senses and existing knowledge. Perception management, therefore, extends this process to a deliberate and controlled effort to influence perceptions in a desired direction.