Psychology
Visual sensation and visual perception enable us to receive information from the world around us and convert the gathered information into a form that provides meaning and understanding. Both sensation and perception are vital in forming an understanding of the world around us, combined they create the Complete Perceptual Experience (CPE). The process of visual sensation begins with reception. Reception is the detection of a stimuli (light) onto receptor cells in the eye, casting an image on the retina. The next stage is transduction. This involves transforming the physical energy of light that has been reflected by objects in the environment, into electrochemical energy which is transmitted to the brain. After transduction the electrochemical information is sent via the neurons along the spinal chord and received by the brain. This stage is called transmission. There is no actual distinct point in the total process of visual perception where sensation stops and perception begins as it is a continued cycle of receiving and interpreting information. Perception is a psychological and physiological process that involves the selection, organisation and interpretation of the visual information being transmitt
For example one person may view a homeless man with sympathy as they have experienced a similar period of hardship, while another looks upon homeless people with fear and repugnance as they were mugged by one previously. Size remains constant by the unconscious application of the size constancy principle. This is intentionally done to prove the fallibility of perception as is shown with the young/old woman ambiguous figure (appendix 2). I perceived the dog as being friendly and playful because I grew up with a dog as a household pet. For example, my friend changed her hair from being long and brown to short and blonde, instantly drawing my attention as it was changed from what seemed to be a constant factor that I no longer paid attention to. For each individual, interpretation of a stimulus is influenced by their values, attitudes, beliefs, prior experience and motives. Five subjects were selected at random and shown either the rat - like figure or the man-liken figure before being exposed to the ambiguous figure. This is further supported by the Rat-Man Demonstration (Bugelski and Alampay, 1961) which was designed to test the influence of previous experience on an ambiguous figure. Visual perception principles are applied to the information received unconsciously and automatically as they are present from early childhood. The chosen information is then organised by the grouping together of similar elements to be interpreted. What is seen is influenced by what is expected to be seen or expectancy. Visual perception is also vastly influenced by various psychological factors that may distort an individuals perception. One of the Gestalt principles is the application of closure to an incomplete image. This is apparent when viewing the familiar Telstra logo (appendix 1) The incomplete 'T' of Telstra is perceived by interpreting the unfinished T, using the information that we can see to make sense of the image.
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