Subliminal messages

Subliminal messages are messages that are presented in a way that prevents their conscious perception while still allowing them to influence mind and behaviour. Because subliminal messages are processed outside of conscious awareness, it has been argued that they might evade critical evaluation and may directly and uncontrollably alter a person’s views and actions against their will and without their awareness. If true, this could make subliminal messages a powerful tool in the context of political communication. Here, we briefly review the current state of research on whether and how subliminal messages may influence mind and behaviour. We further discuss the limitations of subliminal influence, and we point out some of the many methodological and theoretical issues in research on subliminal messages. Based on the current state of research, we conclude that subliminal messages are not an effective tool for political communication but also pose no major threat to public opinion and democratic discourse.