Analysis of "Persuasion in the Media Age" (part 17)

Nonverbals

Introduction

A key ingredient in a persuader's image is his or her ability to use nonverbal communication - eye movement, body language and facial expression. We are constantly exposed to the nonverbal messages of politicians who appear on our televisions, celebrities who appear in print and broadcast advertisements and colleagues with whom we meet at work. Media give us the opportunity to assess the nonverbal communication of persuaders. The literature on nonverbal communication is extensive. This post will focus on eye movement. 


Eye Movement

Researchers have studied eye movements for their meanings and persuasive effects. Dale G. Leathers (1997) identifies six persuasive functions of eye movements: attention, persuasion, regulatory, affective, power and impression management. The attention function describes the ability of eye movement to signal the readiness to communicate and "degree of mutual interest" the two parties in the communication exhibit. Length of gaze, direction of gaze, kind of gaze and pupil size are the key variables that contribute to understanding the attention function. Researchers found that enlarged pupil size indicate that the individual is interested in a stimulus and that he or she is emotionally aroused (Persuasion in the Media Age by Timothy A. Borchers, pg. 261).

The persuasive function of eye movement relates to the credibility of a source, as determined by his or her eye contact. Looking down, rapidly moving one's eyes, and blinking frequently are an indication that the source is not being honest. Direct eye contact, on the other hand, is indicative of honesty and trustworthiness (Borchers, pg. 261).

The eyes also communicate power, status and personal dominance. This is labeled the power function. Leathers (1997) explains, "The license to stare at others for the purpose of domination is the exclusive prerogative of powerful people." By contrast, individuals who view themselves as weak, avert their eye contact from others and often look downward (Borchers, pg. 261-2).

Finally, eye contact is one nonverbal behavior that can be controlled to a certain degree. Effective sources of persuasion monitor their eye behavior to display assertiveness, and communicativeness. Leathers  argues that powerful leaders have a "look" that is created, in part, by their eye movements (Borchers, pg. 262).

End